Concept statement: The beauty industry is a very creative field that helps people gain confidence and show self-expression. With that being said, a beauty retail store, such as Ulta, should be as creative and beautiful as the customers that come inside. Ulta takes pride in being a company that is inclusive of all ages, skin tones, and genders. The redesign of this ulta allows guests to flow throughout the space due to its lack of sharp turns which keeps guests following with the curves of the displays. There is a custom beauty bar that Ulta can host events to create unique experiences for guests. With social media being such a big part of our society, there are various spots that allow for picture opportunities that guess can tag and promote the Ulta experience.