Why Ulta Beauty is piloting in-store sampling machines

At Ad Age’s recent Media Summit, Ulta Beauty Chief Marketing Officer Michelle Crossan-Matos spoke about the retailer’s prioritization of its loyalty program, personalization and innovation. Now, the Bolingbrook, Illinois-based cosmetics chain is testing a new program that taps into all three areas. Ulta Beauty is partnering with SOS, a startup that provides digital vending machines of health and wellness products, for a pilot program. The six-month deal includes the installation of SOS machines doling out samples in 10 Ulta locations in New York, Massachusetts, Florida, California and Texas.