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At this time, all participants are in a listen-only mode. A brief question-and-answer session will follow the formal presentation. It is now my pleasure to introduce your host, Ms. The statements contained in this conference call which are not historical facts, may be deemed to constitute forward-looking statements within the meaning of the Private Securities Litigation Reform Act of Thank you, Laurel, and good afternoon, everyone.
The Ulta Beauty team delivered strong performance in the second quarter, reflecting rapid growth in prestige boutique brands, mass cosmetics, skin care and fragrance, offset by continued moderation in the growth rate of a few of our large color cosmetics brands. Our flexible business model continues to support healthy retail comps, excellent new store productivity, and high-growth for Ulta.
To recap our financial performance, total sales grew Diluted earnings per share grew We continued to deliver our results by executing on our strategic imperatives. We grew our Ultamate Rewards loyalty program to Going forward, we expect to increase average sales per member to complement member growth.
These gains will come from multiple sources, including the maturation of loyalty members, who buy more over time, the addition of new brands, the benefits of our Platinum and Diamond Tiers to increase share of wallet, higher penetration of our credit card program and greater personalization of our communications and offers to our guests. This combination is expected to drive continued healthy revenue growth.
Our guests continue to respond to the powerful combination of our loyalty, credit card and gift card programs. In the second quarter, we saw continued momentum with both Platinum and Diamond members of our Ultamate Rewards loyalty program, where we continue to innovate with the new tier enhanced rewards and increased personalization. Our Ultamate Rewards credit card program continues to exceed our expectations, driven by great execution from our store teams and ongoing marketing efforts.
We continue to grow awareness of Ulta Beauty as the beauty destination and authority in many ways: Digital partnerships, which utilize influencers, social media and high-impact display placement. We also continue to invest in network radio and streaming audio, with Spotify and Pandora. Turning now to an overview of how we are continuing to differentiate our merchandise assortment. We continue to gain significant market share in prestige beauty as evidenced by NPD data from February through July this year.
More broadly during the second quarter, we benefited from strength in mass cosmetics, prestige skincare, fragrance, prestige boutique brands, and sun care. Each of these categories drove healthy double-digit comps with particular strength in fragrance and boutique brands.
These gains were offset by continued softness across a few large brands of prestige cosmetics. And we anticipate that these rollouts will be an even bigger benefit in the second-half of the year. This brand will launch in a small number of doors in the second-half of the year and will be part of the Ulta Beauty express skin bar offering in these doors. The brand will then launch online in early January. This digitally-native brand was founded just a couple of years ago by a Nigerian-born woman inspired by the beauty of African queens.
The line offers rich, vibrant, highly pigmented, and affordable collection of colorful eyeshadows, as well as its makeup tools and beauty essentials. In terms of new items from existing brands much more newness is on tap for the second half of the year giving us confidence for an improved comp trend.
In many cases, these brand expansions or new product launches are exclusive to Ulta Beauty, or we have an early lead on must-have products that the beauty enthusiasts want to be the first to own. The Tutti Frutti collection from Too Faced is expected to be a big hit with our guests. This is a fruit scented assortment of lip, eye, cheek and highlighter products with mega influencer Kandee Johnson, partnering with Too Faced as the face of the collection. Launched online in mid-August and set in stores just this week, this collection is only available at Ulta Beauty and toofaced.
Recently launched digitally-native brand, Morphe will be expanding to ten feet in all doors in just a few weeks, as a new Vault four-palette collection with influencer Jaclyn Hill had a very strong launch just a couple weeks ago.
Other recent major product launches include equally anticipated items like the Norvina palette from Anastasia; the newest NARS mascara, where in both cases Ulta Beauty had an early lead for the launch. Now the last thing I want to mention is some breaking news. We are thrilled to confirm our exclusive partnership with Kylie Cosmetics, which will be launching in all stores and online later this year.
Kylie Jenner is a highly influential force in the beauty industry. This brand addition is yet another example of successful, digitally-native brands valuing a brick-and-mortar partnership with Ulta Beauty to extend their reach with consumers.
Now moving on to our services business. Salon sales increased 8. Skin services were a top performer helped by strength in microzone services. The express skin bar continues to roll out in new stores with about 40 stores now offering this new model. These stores are already showing increases in prestige skincare sales compared to the prior model. This program offers our guests quick services on the sales floor with licensed skincare experts focused on helping guests choose a skin care regimen that addresses her concerns.
During the quarter, we completed training in California in preparation for their conversion to our new services optimization program, a model that improves and simplifies the guest and associated experiences with changes to pricing, training, and compensation.
Our new stores in Hawaii opened with this program joining the central region, as well as the DC and Denver districts, which were launched in the first quarter. Early results indicate higher guest retention and our stylists have received the new program very favorably. We plan to introduce this model to additional regions in We continue to focus on gaining awareness within the salon industry. NAHA represents the most prestigious hair industry awards in North America, viewed by over , people and garnering 5 million impressions.
Events like these establish Ulta Beauty as a great place to work for stylists and help us to continue to attract top quality talent. And now turning to real estate. We opened 19 stores in the second quarter, compared to 20 last year and closed two, ending the quarter with 1, stores. Our growth and development team has done a great job getting stores opened earlier in the year with 53 stores opened in the first-half compared to 38 last year.
We opened our first store in Hawaii on Maui in the second quarter and have opened another Hawaii store early in the third quarter, with plans to open two more on Oahu during Q3. Our Hawaii stores are off to an excellent start. New store productivity continues to be very strong. We continue to study new store productivity and observe cannibalization to be stable and well within our expectations.
So we feel very comfortable with our network strategy in reaching our target of 1, to 1, stores in the U. And now turning to an update on Ulta. E-commerce sales grew We continue to drive significant growth with online-only brands and online-only promotions.
The guest shopping on Ulta. This guest is our most engaged loyalty member, demonstrating interest in new brands and products and a low incidence of replenishing exact items. Ulta Beauty supply chain operations continued to mature in the first-half of , supported by investments in capabilities that support growth, deliver a great guest experience and enable network efficiencies.
Our in-stock position throughout the second quarter was consistently strong, particularly for our top selling items. We effectively manage our inventory position throughout the quarter with our inventory per store well below comp growth and inventory turn slightly ahead of our goal. And so far the results have led to improved performance and reduced costs across both channels.
We also recently implemented an order management system that enables future omni-channel capabilities such as buy online, pickup in store. Our newest distribution center in Fresno, California went live in July, serving both e-commerce and retail operations.
This DC is planned to ramp quickly with a more aggressive first-year build than Greenwood and Dallas. At the end of the quarter, we ran a special clearance event with extra discounts and inventory resulting from the major plan where reset we executed recently. Starting with the income statement.
Revenue growth of The revenue recognition accounting standard implemented at the beginning of the year added 9. As a reminder, this represents the impact of income from our credit card program and gift card breakage moving up to the revenue line, as well as e-commerce revenue now being recognized upon shipment date instead of delivery date to the customer.
These items are partly offset by the value of loyalty points earned now treated as a reduction of net sales. Our retail comparable sales growth was not impacted by the revenue recognition change. Traffic and ticket for the total company was fairly balanced with a 3. The retail-only comp of 4. Ticket was driven by modest increases in both average selling price and UPT. Gross profit deleveraged 40 basis points. The new revenue recognition accounting standard was a benefit of about 60 basis points to the gross profit line, so the underlying roughly basis points of deleverage was attributed to several primary factors.
About a third was from supply chain expense, reflecting the cost of opening the new Fresno distribution center. About a third was investments in our salon operations as we roll out our salon optimization program. And the remaining third was related to ongoing pressures from the mix of e-commerce sales, prestige brand boutiques and mass cosmetics relative to higher-margin categories, as well as the clearance event that we ran at the end of the quarter that Mary already referenced.
While we typically have smaller clearance events throughout the year, this one reflected more aggressive markdowns and more items featured overall to make sure we cleared the stores ahead of the holiday season and major launches of fall newness. This event is ongoing and will wrap up in a few weeks.
Aside from this exceptional activity, promotional levels were stable year-over-year. Finally, we did see modest leverage in rent and occupancy expenses to partially offset these factors. Diluted EPS increased Moving on the balance sheet and cash flow.
Total inventory grew 6. This excellent performance reflects the new tools and systems we invested in to manage inventory, as well as the more significant clearance activity at the end of the quarter. Turning now to guidance for the third quarter and full-year.
We plan to open approximately 40 new stores in the third quarter, compared to 48 in Q3 last year and remain on track to open net new stores this year./p>
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