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  "path": "/briefings/beauty/ulta-beautys-big-branding-play-why-conglomerates-should-consolidate/",
  "publishedAt": "2026-02-19T16:02:06.000Z",
  "site": "https://www.businessoffashion.com",
  "textContent": "In Full Coverage, Priya Rao looks at the Midwestern retailer’s attempts to be a brand destination, along with the dismal state of independent beauty.",
  "title": "Ulta Beauty’s Big Branding Play; Why Conglomerates Should Consolidate"
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