Ulta has been quietly testing a gamified loyalty program called GlamXplorer

Beauty retailer Ulta Beauty has partnered with gamified loyalty program company Hang to pilot a new gamified loyalty program called GlamXplorer, currently available to a select group of Ulta Beauty Rewards members. One thousand top–spending Ulta loyalty program customers were chosen to try the e-commerce experience when the soft-launch kicked off. Eight months later, the company is now revealing the results of the pilot.

GlamXplorer features 42 mini-games, including “21 Questions,” “Word of the Day” and memory games, as well as timed challenges and 30 quests involving virtual makeup try-ons using Ulta’s VTO GLAMlab. The more that a customer engages with these activities, the more rewards they receive. Rewards are personalized based on customer preferences and include gift cards, discounts and beauty products.

This program will supplement Ulta’s Ultamate Rewards Program, rather than replace it. The company has not disclosed when it will open it up to all its customers. It is currently accessible via an Ulta-provided web link.

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