A frequently cited case study in marketing "fails" occurred when Ulta sent a promotional email titled . The choice of words was widely criticized as insensitive because the brand's founder, Kate Spade, died by suicide by hanging in 2018. This incident is often used to discuss the importance of quality control and historical context in digital marketing. 2. Ulta vs. Sephora: The "Mass-Tige" Strategy
If you are looking for product-focused "pieces," employees and beauty influencers often highlight specific innovative brands that are exclusive to Ulta: A frequently cited case study in marketing "fails"
: Insiders currently recommend the Kopari Sunglaze Body SPF for its "glassy glow" and the Peach & Lily mineral sunscreen for its satin finish. 4. "Ulta Beauty World" Events A frequently cited case study in marketing "fails"
In early 2026, the brand generated significant buzz with its event in Orlando, which influencers described as "insane" for its scale and exclusive hauls. This marked a shift in how the retailer uses experiential events to compete with Sephora's "SEPHORiA". A frequently cited case study in marketing "fails"