THE WHAT? Revlon-owned Elizabeth Arden is set to expand its distribution via Ulta Beauty stores, according to a press release issued by the brand.

THE DETAILS Best-sellers from the brand’s Ceramide Capsules range will be featured on Ulta’s ‘Skincare We’re Loving Wall’ and select stores will boast Elizabeth Arden skin care experts on the  shop floor to enhance the shopping experience.

THE WHY? Won Park Costof, Senior Vice President, Elizabeth Arden US, explains, “Elizabeth Arden strives for a balanced channel assortment between e-commerce and traditional retail. While the brand experiences a robust growth in online sales, we recognize the importance of recruiting new customers through in-person trial and advice depending on individual needs. Ulta, the country’s predominant retailer for beauty, offers consumers a wide variety of brand access and knowledge spanning affordable to luxury, clean to scientific, indie to mass – making the retailer a top destination for true beauty enthusiasts and an important partner in garnering new audiences for Elizabeth Arden.”