R.E.M. Beauty Exits Ulta?

@claysanatomy101

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Why it worked

The video provides a well-reasoned, analytical take on a trending topic in the beauty community, offering a counter-narrative to the common 'brand failure' speculation.

Summary

The creator analyzes rumors that R.E.M. Beauty is leaving Ulta, arguing instead that the brand is likely expanding into Sephora. He supports this theory by pointing to recent marketing campaigns and the brand's competitive pricing.

Structure

1Introduction of the rumor
2Analysis of why an exit is unlikely
3Evidence for a potential expansion
4Comparison of R.E.M. Beauty to other brands
5Conclusion and call for audience input

Product placement

R.E.M. Beauty products and Ulta/Sephora branding are mentioned and shown as part of the news analysis.

Call to action

But let me know your thoughts down below.

On-screen text

R.E.M. Beauty Exits Ulta? 50% off* R.E.M. BEAUTY Ariana Grande's rem beauty leaving Ulta Or at least what I would say if I believed that I don't I think the internet has misdiagnosed what's happening with R.E.M. Beauty at Ulta And after what REM Beauty posted today I think we've been looking at the wrong theory Here's what's been happening Over the last several months People have been posting videos that their Ultas are clearing out REM PSA: rem beauty is 50% off at ulta rn !!!! Products are marked down 50% Fixtures are disappearing And naturally everyone jumped to the same conclusions Either that the brand is failing or that Ulta is just getting rid of them The problem with that is that that doesn't make sense Ariana just launched two new campaigns out of Ulta Dangerous Woman collection and the Blur Butters And today posted this video with her hair and makeup artists holding an Ulta bag If the relationship between REM and Ulta were ending why have those campaigns? And also why film this video today? Why would there be any marketing collaboration? That would feel contradictory Not impossible just unlikely Further I think this just might be an inventory story not a failure story Think about this Ulta has not kept REM Beauty stocked fully for a while There have been empty shelves missing products there's been discontinued items And REM has been evolving its lineup over the last year If product is being faced out Why would Ulta continue ordering inventory that they're just going to have to mark down later? Instead Ulta is responsible for so many brands At every Ulta that features REM perhaps the sales aren't as strong That's a business decision Okay we're going to prioritize a new brand here and we're gonna focus REM in other locations where it is performing well That makes sense And then today REM Beauty posted this A Sephora shopping bag one word loading Now that doesn't confirm a US launch but that does feel intentional doesn't it? So what if this isn't an Ulta exit which again I don't think it is but what if this is a brand expansion moment? We already saw Rare Beauty open up in Ulta this last spring so why couldn't REM now be opening in Sephora? Fenty also exists in both Ulta and Sephora Why not Ariana Grande's brand? And really REM Beauty might have an advantage at Sephora over these other brands A lot of celebrity brands have foundations pushing 40 to 50 dollars REM's Sweetener Foundation sits at 35 dollars Her concealer sits at 26 dollars That would make it one of the more affordable prestige brands on the Sephora shelves So I would posit that everyone is just asking the wrong question Instead of why is Ulta getting rid of um rem? Perhaps the better question is is REM getting ready to be in both Ulta and Sephora? Which is exciting But what do you think? What are your clues and takes on this? REM coming to Sephora US? Do you still believe that they're leaving Ulta permanently? And are you excited for this change? I think it's a great opportunity for them to be in multiple retailers I'm happy for this But let me know your thoughts down below

Original caption

Here’s my theory on the Ulta clearance, the Sephora “loading…” teaser, and why this might be an expansion and not an exit. What do you think? 🤔👇 #rembeautybyarianagrande #ArianaGrande #ultabeauty #sephora

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Transcript

R.E.M. Beauty Exits Ulta? Or at least that's what I would say if I believed that. I don't. I think the internet has misdiagnosed what's happening with R.E.M. Beauty at Ulta. And after what R.E.M. Beauty posted today, I think we've been looking at the wrong theory. Here's what's been happening. Over the last several months, people have been posting videos that their Ultas are clearing out R.E.M. Beauty. Products are marked down 50% off, fixtures are disappearing. And naturally, everyone jumped to the same conclusions. Either that the brand is failing or that Ulta is just getting rid of them. The problem with that is that that doesn't make sense. Ariana just launched two new campaigns out of Ulta, Dangerous Woman collection and the Blur Butters. And today posted this video with her hair and makeup artists holding an Ulta bag. If the relationship between R.E.M. and Ulta were ending, why have those campaigns? And also why film this video today? Why would there be any marketing collaboration? That would feel contradictory. Not impossible, just unlikely. Further, I think this just might be an inventory story, not a failure story. Think about this. Ulta has not kept R.E.M. Beauty stocked fully for a while. There have been empty shelves, missing products, there's been discontinued items. And R.E.M. has been evolving its lineup over the last year. If product is being phased out, why would Ulta continue ordering inventory that they're just going to have to mark down later? Instead, Ulta is responsible for so many brands. At every Ulta that features R.E.M., perhaps the sales aren't as strong. That's a business decision. Okay, we're going to prioritize a new brand here and we're gonna focus R.E.M. in other locations where it is performing well. That makes sense. And then today, R.E.M. Beauty posted this. A Sephora shopping bag, one word, loading. Now, that doesn't confirm a US launch, but that does feel intentional, doesn't it? So, what if this isn't an Ulta exit, which again, I don't think it is, but what if this is a brand expansion moment? We already saw Rare Beauty open up in Ulta this last spring, so why couldn't R.E.M. now be opening in Sephora? Fenty also exists in both Ulta and Sephora. Why not Ariana Grande's brand? And really, R.E.M. Beauty might have an advantage at Sephora over these other brands. A lot of celebrity brands have foundations pushing $40 to $50. R.E.M.'s Sweetener Foundation sits at $35. Her concealer sits at $26. That would make it one of the more affordable prestige brands on the Sephora shelves. So I would posit that everyone is just asking the wrong question. Instead of why is Ulta getting rid of R.E.M.? Perhaps the better question is, is R.E.M. getting ready to be in both Ulta and Sephora? Which is exciting. But what do you think? What are your clues and takes on this? R.E.M. coming to Sephora US? Do you still believe that they're leaving Ulta permanently? And are you excited for this change? I think it's a great opportunity for them to be in multiple retailers. I'm happy for this. But let me know your thoughts down below.