Presented by Aware Products • September 17, 2015

C L A S S I C R E L A U N C H - F A L L 2 0 1 6

1

CONTENTSFragrance Market Trends 2

Fragrance Strategy and Story 3

Current Fragrance Map 4

Trends by Fragrance Category 5

Fragrance Submissions 6

Product Trends 10

Product Strategy and Story 11

Product Form Submissions 12

Packaging Options 15

Notes 17

ULTA CLASSICRELAUNCHFALL 2016

FRAGRANCE TRENDS

2

• Simple fragrances evolving into scents with more texture as guests expect more

• Retro “old school” types re-emerging: cucumber, tea, plumeria, etc

• Guests expect newness in forms and fragrance

• Fragrance helps support caring story via perception of quality

• Category once dominated by gourmands shifting to sheerer, cleaner scents

• Gourmands remain important but have evolved to lighter and more nuanced scents

• Focus on bestsellers, important categories, consider future flanker strategy

3

FRAGRANCE STRATEGY AND STORY

What is a Classic Fragrance?

• Go-to, everyday fragrances, yet evolved and modern.• Uncomplicated yet faceted, on-trend, and relevant.• Something for everyone, every category, but beyond the basics.• Natural in feel, juicy as appropriate, softly floral, clean, fresh.• Elevated fragrances, perception of quality and everyday luxury.

Make everyday better! Ulta Everyday Classics Collection…

CLASSIC COLLECTION: CURRENT FRAGRANCE MAP

Lavender Woods

FRESH Simply Clean

Freshwater Mist

CITRUS

Mandarin Mint

FLORAL FRUITY GREEN/HERBAL WOODY GOURMAND

Vanilla Sugar

Passionberry Vanilla

Coconut Cream

4

TRENDS BY FRAGRANCE CATEGORY

FRESH

• beyond aldehydic and ozonic

• faceted with herbs, citrus rind, aromatic woods, florals, watery fruits, even powder

CITRUS

• unusual fruits emerging

• yuzu, pomelo, become everyday

• blended with other fruits for dimension and fun

• cherry blossom ubiquitous, even at the prestige level

• white florals, orange blossom, exotics

• soft florals, including rose wrapped in other floral notes

FLORAL FRUITY

• berries of all kinds but wearable

• tropical (sheerer with a sparkle)

• stone fruits with facets

• lavender is back and mainstream

• sage/sea grass

• tea notes

• mint

• patchouli is mainstream

• clear/coniferous woods become everyday – sheer, clean, bracing

• creamy woods, oud

GREEN/HERBAL WOODY GOURMAND

• vanilla becomes about origin and is less sweet and sticky

• almond notes more caring or real vs cherry/almond note

• caramel and praline important

• overall trend is lighter touch –sugared, sheerer, vs thick, over-dosed

• coconut still trending but sheerer and more faceted

5

FRESH

Baby Powder Soft Soft, sheer, modernized version of the iconic classic. Sparkling citrus flowers, clear woods.

White Cotton Cloud Cotton flower blossoms, watery melon notes, sun warmed sheets. Cotton updated.

Jasmine Rain Shower Fresh goes retro with this pillowy “rain” type floral.

Fresh Ocean Mist Sea salt gets a bracing shot of crisp water and fresh air.

Mediterranean Coast Air Effervescent citrus provides a wonderful cooling effect, feels luxurious.

Baby Fresh Cotton A classic soft cotton scent with the tiniest touch of baby powder newness.

Pure Mineral Water Cool, clean watery notes with mossy, mineral undertones.

CITRUS

Mandarin Orange Freesia Black currant, apricot, and freesia give this juicy mandarin unique dimension.

Coastal Orange Grove Sunny orange plus a touch of orange blossom and salty coastal breezes.

Ruby Red Grapefruit Fleshy and natural ruby red grapefruit with a hint of fruitiness to round out the citrus feel.

Yuzu Clementine A super-charged citrus combination of sweet yuzu, sparkling clementine, and clean woods.Sugared Pink Grapefruit Tangy pink grapefruit with a sprinkle of sweet sugar.

ULTA Classic Relaunch Fragrance Submissions

NAME DESCRIPTION

6

FLORAL

Nectarine Rose Rose and peony notes are carefully wrapped in fruity nectarine to create a fruity blush effect.

Kauai Plumeria Breeze B Tropical plumeria with fruit nectar and sea minerals gives this floral oomph.

Kauai Plumeria Breeze A A softer plumeria, focusing on tropical floralcy and a sunny feeling.

Summer Sweet Pea A watery peach note gives this sweet pea a juicy facet.

Sweet Pea Bouquet Citrusy-sweet topnotes make this sweet pea sparkle.

Pink Cherry Blossoms Sparkling cherry blossom with just the right amount of pear in the middle and warmth in the background.

White Apple Blossom Sweet and juicy, apple blossom is the new cherry blossom.

Creamy Flower Blossom Heady white blossoms and creamy woods with freshness on top.

Wild Japanese Honeysuckle True, honest honeysuckle with a moment of lemon zest for brightness.

Exotic White Flowers The all-important big white flower fragrance with a Hawaiian flair. Instant love!

Delicate Orange Blossom Orange blossoms with the sun, sea salt, and beach. Retro yet fun and hip.

FRUITY

Apricot Crème Fresh Leafy greens, solar citrus, and creamy nuances give apricot richness without heaviness.

Tahitian Mango Lime Fleshy mango gets a zing with sweet Tahitian lime and a hint of floralcy.

Blackberry Peach Thyme Succulent blackberry, soft peach, and a sprig of thyme blends into the perfect dark berry scent.

Coconut Pineapple Water A refreshing combination of pineapple essence and coconut water.Strawberry Herb Blossom A not-too-sweet, right on trend strawberry ribboned with mints and basil.

Raspberry Sugar Blossom Raspberries with sparkling sugary nuances, yet sheer and light.

Caribbean Mango Citrus A mango tropical dream blend of passionfruit, passion flower, and orange.

ULTA Classic Relaunch Fragrance SubmissionsNAME DESCRIPTION

7

8

GREEN / HERBAL

Cucumber Green Tea Green tea with a touch of jasmine and crisp cucumber.

Green Tea Cucumber Calming, cleansing, and pure green tea with watery cucumber.

French Spa Lavender Traditional French lavender, in all its glory, sprinkled with provencial herbs.

Lavender Honey Cream The creamy side of lavender with golden honey for texture.

Sun-Warmed Lavender Lavender blossoms, warm woods, the field in bloom…

White Ginger Tea Bergamot, white tea, and crisp ginger impart a comforting, spa-like effect.

White Tea Ginger A sheerer version of white tea ginger with a citrus twist.

Eucalyptus Spearmint Spa The classic made more fresh, aromatic, and true.

Peppermint Eucalyptus Spa Peppermint adds the element of surprise to this classic, feel good spa favorite.

WOODY

Warm Amber Woods The classic creamy-woody fragrance with a deeper wood note for differentiation.

Warm Enchanted Woods The classic creamy-woody direction with added brightness and sheered out for newness.

Fresh Forest Air Aromatic, cleansing woods with citrusy effervescence.

ULTA Classic Relaunch Fragrance SubmissionsNAME DESCRIPTION

GOURMAND

Sheer Vanilla Veil Vanilla goes modern with white florals and clean musks for a sheer veil finish.

Brown Sugar Vanilla Vanilla with a brown sugar signature and brightness from sweet orange.

Tahitian Vanilla Bean Tahitian vanilla bean with tropical floralcy and a dark, rich vanilla signature.

Buttercream Whip Lick-the-bowl buttercream deliciousness.

Coconut Almond Dream Frothy, creamy, but not too sweet. Whipped almond and coconut milk!

Creamy Almond Milk A less-sweet version of a vanilla almond...sheerer, lighter, more about almond and caring.

Pure Coconut Crème The classic coconut cream re-imagined with silky coconut milk and amber.

Tahitian Coconut Rum Fresh coconut with touches of pineapple, guava, and white rum.

ULTA Classic Relaunch Fragrance SubmissionsNAME DESCRIPTION

9

PRODUCT TRENDS

• Consumers continue to experiment with new, but rely on trusted, reliable basics.• Formulas are becoming more evolved as producers push for newness.• Multifunctional formulas and transitional formulas have altered consumer expectations.• She is now more aware of the special nuances that define her favorites.

10

11

PRODUCT STRATEGY AND STORY

What is a Classic Formula?

• Forms that guests identify with on a core level for daily use - essentials.• Looking to simple, traditional forms with elegant textures. • Develop very-nice, well-performing formulas that promise quality in addition to value. • Make something a little special about each one.• Offer the aesthetics of excellence and the impression of value.

Make everyday special! Ulta Everyday Classics Collection…

12

PRODUCT FORM SUBMISSIONSEvERYDAY BODY CLEANSER 30066-01Clear bottle with disc capest. all-in-price @ 5,000 units: $2.41This gentle, daily wash cleanses away everyday pollutants and grime with a rich, long-lasting lather. Skin-nourishing formula combines gentle cleansers with essential conditioners to leave skin clean, fresh, and energized.

What’s Special:• Offers a rich, cushiony texture.• Bursts into a rich lather.• Gently cleanses without stripping skin.

Key Ingredients: Vitamins A & E, Silk Amino Acids, Aloe

BUBBLE BATH30067-01Clear bottle with disc capest. all-in-price @ 5,000 units: $2.40 Rich, creamy foam envelops skin in long-lasting bubbles. Fortified with gentle conditioners to leave skin soothed and scented with her favorite fragrance.

What’s Special:• Offers a beautiful, pearlized visual.• Bursts into a rich foam.• Gently lifts dirt and treats skin as you soak.

Key Ingredients: Vitamins A & E, Silk Amino Acids, Coconut Oil

13

IN-SHOWER MOISTURIzER29373-06Clear tubeest. all-in-price @ 5,000 units: $3.07It’s time to update the daily skincare routine with a different take on moisturizing. This innovative body treatment will moisturize your skin right in the shower, leaving skin soft and smooth, without the stickiness, mess, or dry-time of traditional lotions.

What’s Special:• Rinse-off application allows for a no-mess experience.• Helps to prevent dryness and chapping of skin.• Provides a protective film that is resistant to wash off.

Key Ingredients: Soy Oil, Beeswax, Coconut Oil, Sweet Almond Oil

BODY LOTION 30069-01Clear bottle with pumpest. all-in-price @ 5,000 units: $2.66Super-hydrating, non-greasy formula softens and conditions skin. Fortified with Coconut Oil, Silk Amino Acids, and Vitamins A, E, and B5 to nourish and enrich skin, leav-ing it soft and supple after just one use.

What’s Special:• Rich conditioning formula breaks with considerable play time.• Leaves skin conditioned, but not greasy or sticky.• Provides the perfect kiss of moisture and fragrance for every day.

Key Ingredients: Coconut Oil, Silk Amino Acids, Vitamins A, E, & B5

BODY SCRUB30068-01Jar with cap and sealing discest. all-in-price @ 5,000 units: $4.20 This body smoothing formula is enriched with Shea Butter and Coconut Oil to condition and nourish skin as sugar gently refines the surface. Skin is left smooth, soft, and delicate.

What’s Special:• Conditions as it exfoliates..• Smoothes rough areas and dryness.• Leaves skin soft, smooth, and supple.

Key Ingredients: Soy Oil, Shea Butter, Coconut Oil

BODY BUTTER30071-00Jar with cap and sealing discest. all-in-price @ 5,000 units: $3.88Moisturize, soothe, and protect with this nourishing body butter. Rich base is designed to deliver the benefits of Coconut, Sweet Almond, and Soy Oils with conditioning Shea Butter. Absorbs quickly to leave skin moisturized without residue.

What’s Special:• Rich, intensive formula to treat problem skin.• Imparts a heavy load of moisture, yet dries clean on skin.• Provides the perfect treat for dry winter skin.

Key Ingredients: Soy Oil, Beeswax, Coconut Oil, Sweet Almond Oil

FRAGRANCE MIST30126-01Clear bottle with misterest. all-in-price @ 5,000 units: $2.56 A refreshing fragrance mist infused with extracts of Tea Leaf, Sunflower, and Jojoba Seed for a conditioning kiss of fragrance.

What’s Special:• Infused with Tea Leaf, Sunflower, and Jojoba Seed Extracts and Vitamin E.• Lightly scents skin with her favorite fragrance.• Provides a refreshing after-bath indulgence.

Key Ingredients: Tea Leaf Extract, Sunflower Extract, Jojoba Seed Extract, Vitamin E

14

BODY CRèME30070-01Clear tubeest. all-in-price @ 5,000 units: $2.56 A rich and nourishing body crème that delicately melts into skin, leaving it silky smooth, elegantly glowing, and perfectly scented.

What’s Special:• Offers a rich, luxurious aesthetic.• Provides the perfect deep-moisture treat without excess residual.• Leaves skin smooth and radiant.

Key Ingredients: Coconut Oil, Shea Butter, Sweet Almond Oil, Cocoa Butter

PACKAGING OPTION #1 – CLEAR BOUTIQUE OVALS AND JARS

15

8 fl oz 237 mL

STRAWBERRY

HERBBLOSSOM

S H O W E R G E L

8 fl oz 237 mL

STRAWBERRY

HERBBLOSSOM

S H O W E R G E L

STRAWBERRY

HERBBLOSSOM

S u g a r s c r u b

PACKAGING OPTION #2 – CLEAR CYLINDERS AND JARS

16

8 fl oz 237 mL

8 fl oz 237 mL

The information contained in this technical bulletin is, to the best of our knowledge, true and accurate. No warranty, expressed or implied is made or intended. The use should be based upon the customer’s own investigations and appraisal. All claims should be reviewed by your legal department prior to being presented to consumers. All quoted product performance results are based on individual ingredient research data, not on the final formulations. Specifics of clinical research are available upon request. Some raw materials used in this formula may have long lead-times or high MOQs. This specific information will be communicated to each customer upon formula modification direction and/or approval.

NOTES

CSP-15028 17