Beauty

Ulta Beauty exec Stacy Coblentz gives Glossy an insider’s look into the retailer’s "Ulta Beauties" associate ambassador program. Made up of 28 in-store associates and two corporate staffers, the group illustrates Ulta’s bottom-up approach to understanding consumer needs and behaviors while tapping into a growing number of content creators already working in its brick-and-mortar stores. “We knew we had an untapped superpower with our [store] associates,” said Coblentz. “They know what's happening before we do.”