Macy's vs Ulta Beauty: Tone of Voice Compared

A side-by-side comparison of how Macy's and Ulta Beauty communicate — tone words, language style, sentence structure, and taglines.

In short

Macy's and Ulta Beauty both compete in E-commerce, but they don't sound alike. Macy's sounds aspirational, american, writing in aspirational language, while Ulta Beauty sounds complete, accessible, writing in inclusive language. They share no tone words at all. Macy's's tagline, "Believe", captures its voice; Ulta Beauty answers with "All Things Beauty. All in One Place.".

Voice comparison

DimensionMacy'sUlta Beauty
Tone wordsAspirational, AmericanComplete, Accessible
Language styleAspirationalInclusive
Sentence typeCommandStatement
TensePresentPresent
ExpressionImaginativeStraightforward
Tagline"Believe""All Things Beauty. All in One Place."

What Macy's and Ulta Beauty share

Macy's and Ulta Beauty share no tone words. Both compete in the E-commerce sector.

Where they differ

Macy's leans aspirational, american. Ulta Beauty leans complete, accessible.

Positioning & strategy

DimensionMacy'sUlta Beauty
Brand messageThe magic of department store shopping, reimaginedPrestige and mass beauty together in one destination
MissionBe the preferred shopping destination for our customersBe the most loved beauty destination
Core conceptMagic of ShoppingComplete Beauty
Core tensionOrdinary vs. MagicalFragmented vs. Complete

Frequently Asked Questions

How is Macy's's tone of voice different from Ulta Beauty's?

Macy's uses an aspirational, american tone with aspirational language, while Ulta Beauty uses a complete, accessible tone with inclusive language. They share no tone words.

What is Macy's's tagline and what is Ulta Beauty's tagline?

Macy's's tagline is "Believe". Ulta Beauty's tagline is "All Things Beauty. All in One Place.".

Do Macy's and Ulta Beauty target the same market?

Yes — both Macy's and Ulta Beauty compete in the E-commerce sector, though Macy's focuses on department store and Ulta Beauty on beauty retail.

Is Macy's or Ulta Beauty more figurative in its messaging?

Macy's's messaging is imaginative, while Ulta Beauty's is straightforward.

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