Catrice terminates Ulta partnership and focuses on DTC and Amazon retail strategy

18 Oct 2021 --- Catrice Cosmetics is revamping its retailer strategy in 2022 to focus on an online, consumer-driven shopping experience, with its entire range being available exclusively via the Catrice website and Amazon. The move coincides with the company ending its long-standing partnership with Ulta Beauty.

“While we have valued our long-standing partnership with Ulta, we’re excited to get back to our roots,” explains Jeffery Wagstaff, CEO of Cosnova, Catrice Cosmetics’ parent company.

“This new directive will allow us to deliver on more of what our consumers are asking for from the brand,” Wagstaff notes.

A curated shopping experience
The move to pivot into an exclusively DTC brand and focus all resources on the Amazon and CatriceCosmetics.com businesses will now allow for an extra curated shopping experience for the brand’s loyal fan base. 

This new directive will allow more launches, better price points, unique deals and promotions, as well as a loyalty program. Consumers can now expect more frequent launches, even better price points, unique deals and promotions, a loyalty program, wider, more inclusive shade ranges, as well as ample ways to get involved in the Catrice Community.

Catrice Cosmetics is a German beauty brand that touts an “innovative and luxury-inspired” makeup range with an affordable price tag. The company also boasts a clean cosmetics profile.

DTC focus boom
Exponentially expanded by the COVID-19 pandemic, e-commerce is a long-term trend. Home delivery has especially soared as a consequence of lockdowns and social restrictions. 

According to a recent survey by Innova Market Insights, 35 percent of global consumers have increased their home food delivery use since the virus outbreak (2021). Brazil is above average, with more than half (58%) of consumers turning to online purchasing.

Multiple brands are taking the direct-to-consumer route to appeal to a global audience and are amplifying their online channels appeal. In this spirit, Lancôme unveiled a virtual pop-up store powered by ByondXR, which promises to boost consumer engagement to new heights.

PersonalCareInsights spoke with ByondXR CEO Noam Levavi, who discussed the potential of extended reality technology in promoting brand engagement. Since first launching with ByondXR in February 2021, Lancôme has seen a 350% increase in customer engagement time in its virtual stores.

Meanwhile, several brands launched exclusively online this year, with Coty introducing Kylie Jenner’s latest brand Kylie Baby exclusively available via the brand’s DTC website. 

Coty also entered a multi-channel agreement with Perfect Corp. enlisting the latter’s augmented reality (AR) and artificial intelligence (AI) technology to boost personalization and improve consumers’ digital experience.

Unilever acquired digital-led skincare brand Paula’s Choice from TA Associates to boost the skincare company’s reach as digital beauty and e-commerce flourish in the wake of COVID-19. 

By Kristiana Lalou