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  "path": "/briefings/beauty/the-real-reason-ulta-beauty-world-was-a-hit/",
  "publishedAt": "2026-04-23T15:01:25.000Z",
  "site": "https://www.businessoffashion.com",
  "textContent": "This week, Priya Rao dives into the latest experiential beauty festival, Beiersdorf’s Nivea problems and Salone del Mobile’s perfume plays.",
  "title": "The Real Reason Ulta Beauty World Was a Hit"
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