Ulta may be regretting whatever marketing “genius” came up with this idea. In a recent post on Twitter, Ulta highlighted a podcast with two grown men in makeup and wigs chatting about what it’s like to be a “girl.” The makeup giant’s target audience is obviously women. It’s probably a safe bet that over 90% of Ulta’s customers are women. The choice to put men in drag in the marketing material for a company geared toward women is backfiring big time.
