January 2, 2024
US-based retailer Ulta Beauty has revamped its customer loyalty program and has changed the scheme’s name from Ultamate Rewards to Ulta Beauty Rewards.
The new loyalty program offers the same benefits as previously, but features more birthday gift options. Under the original program, members could redeem one pre-determined product during their birthday month, whereas they will now be able to select a gift from a portfolio of brands across all categories.
In addition, the loyalty program has a new visual identity. Ulta says it plans to increase awareness and engagement for the program via initiatives in-store and on its social and owned channels.