About six years ago, Ulta Beauty formed a dedicated innovation team to identify technologies that resonate to improve the customer experience. As the VP of digital innovation, Michelle Pacynski heads up this team and oversees around 40 innovators whose job is to leverage new and emerging tech to come up with fresh and creative value propositions for the business. Over the years, they’ve created a virtual make-up try-on tool using augmented reality, played around with intelligent mirrors, and used AI to build their personalization engine, which intelligently mines customer data to give product …