Walmart breaks its no-frills mold with in-store beauty experts and personalized advice

“We’re not trying to be an Ulta or Sephora,” Shekhar told The Associated Press. “We have the breadth of assortment that no one else has. We have convenience that no one else has. What we also then want to do is layer on a level of service for both our associates and our customers: ‘Here’s what trending. Here’s what’s new.'”

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