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Ulta Beauty Adds Skin Care to Address Crepey Skin

Ulta Beauty is truly hitting on all market segments. Next month, the powerhouse retailer will add Crepe Erase, a brand targeted at wrinkly and crepey looking skin, to all of its stores. This marks the first retail exposure to the brand launched via infomercials. Adding the line for maturing women comes on the heels of Ulta stocking the buzzy ColourPop brand that was also once only available online and snapped up by a younger demographic. The move of direct-to-consumer beauty lines into retail doors illustrates the importance of reaching shoppers in a variety of avenues. Ulta Beauty, in fact, also stocks two other direct-to-consumer lines that gained traction via TV over the past few years — Cindy Crawford’s Meaningful Beauty and Proactiv. Endorsed by actress Jane Seymour, Crepe Erase entered the market in the beginning of 2016 designed to help women deal with skin that resembles crepe paper caused by the depletion of collagen and elastin. “It is a huge market,” said Laura Lum, senior vice president of brand marketing and retail at Guthy|Renker, which markets the brand. “It is almost every woman over the age of 50 and you think you can throw some moisturizer on, but that doesn’t fix it. Many

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