Ulta Beauty is transforming its brand image into a social powerhouse, capitalizing on a surge of digital engagement to elevate its market presence.During the company’s second-quarter earnings call (Aug. 29), CEO Dave Kimbell revealed that despite a modest net sales increase (0.9%) to $2.6 billion while comparable sales (sales for stores open at least 14 months and eCommerce sales) fell 1.2%, Ulta’s strategic shift toward social media and digital innovation is reshaping its competitive edge.Competition has h ...