Mercari vs Ulta Beauty: Tone of Voice Compared

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

In short

Mercari and Ulta Beauty both compete in E-commerce, but they don't sound alike. Mercari sounds simple, accessible, writing in simple language, while Ulta Beauty sounds complete, accessible, writing in inclusive language. Their common ground is an accessible tone. Mercari's tagline, "The Selling App", captures its voice; Ulta Beauty answers with "All Things Beauty. All in One Place.".

Voice comparison

DimensionMercariUlta Beauty
Tone wordsSimple, AccessibleComplete, Accessible
Language styleSimpleInclusive
Sentence typeStatementStatement
TensePresentPresent
ExpressionStraightforwardStraightforward
Tagline"The Selling App""All Things Beauty. All in One Place."

What Mercari and Ulta Beauty share

Both brands use a accessible tone. Both compete in the E-commerce sector.

Where they differ

Mercari leans simple. Ulta Beauty leans complete.

Positioning & strategy

DimensionMercariUlta Beauty
Brand messageThe simplest way to buy and sell anythingPrestige and mass beauty together in one destination
MissionCreate value in a circular societyBe the most loved beauty destination
Core conceptEasy SellingComplete Beauty
Core tensionComplicated vs. SimpleFragmented vs. Complete

Frequently Asked Questions

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

Mercari uses a simple, accessible tone with simple language, while Ulta Beauty uses a complete, accessible tone with inclusive language. They share the tone word Accessible.

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

Mercari's tagline is "The Selling App". Ulta Beauty's tagline is "All Things Beauty. All in One Place.".

Do Mercari and Ulta Beauty target the same market?

Yes — both Mercari and Ulta Beauty compete in the E-commerce sector, though Mercari focuses on e-commerce / marketplace and Ulta Beauty on beauty retail.

Is Mercari or Ulta Beauty more figurative in its messaging?

Both lean straightforward — Mercari and Ulta Beauty each express themselves in a straightforward way.

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