Carl Rubin
Analyst · Piper Jaffray
Thanks, Laurel. Good afternoon, everyone. I'm pleased to announce that we delivered better-than-expected results for the second quarter. To recap the numbers, strong momentum continued on the top line with 22% sales growth. Same-store sales increased 9.3% on top of double-digit comps in Q2 in both 2011 and in 2010. We expanded gross margin and leveraged SG&A, resulting in 180 basis points of operating margin improvement, and earnings grew 42% to $0.54 per share. We delivered these numbers by continuing to focus on the 5 components of our multi-year growth strategy: accelerating store growth; introducing new products, services and brands; enhancing our loyalty program; broadening our marketing reach; and increasing our digital focus with ulta.com. As done in the past number of quarters, successful execution of these strategies in Q2 allowed us to once again gain market share in the beauty industry across all of our categories.
I'd like to update you on each of the 5 elements in this strategy in terms of what we accomplished in the second quarter and what's on deck for Q3. First, store growth. Our plans to add approximately 100 new stores and grow square footage 22% this year are on track, with 22 new stores opened in the second quarter. We ended Q2 with 489 stores in 45 states. Our new stores continue to perform very well and we've been very happy with our new store productivity. New stores are contributing sales above plan, partly because we're seeing good efficiencies in our construction process, allowing stores to open slightly earlier than anticipated, but mostly because sales out of the gate are better than planned and better than previous year's new stores. While we've ramped up new store openings this year, we also completed 9 remodels during the second quarter and are very pleased with their performance as well.
We also completed work in about 400 stores to update and reflow our planograms in the Prestige, cosmetics and skin care areas of the store to improve the shopping experience and make room for the expansion of high-performing existing Prestige brands, along with the future addition of new Prestige brands. Looking ahead, Q3 is a very active quarter on the real estate front, with 52 new store openings, 11 remodels and all the work that we're doing to set the stores for the Prestige boutique expansions, which I will detail in a moment. This compares to 28 new stores in the third quarter of 2011. As we shared with you last quarter, our updated analysis for the U.S. store buildout potential for our current format increased from 1,000 to 1,200 stores and we're very pleased with our pipeline of high-quality sites for next year's Real Estate program.
Our second key growth strategy is adding new products, services and brands. As I've discussed before, newness is a key driver to our sales growth and we have done a terrific job capitalizing on trends in introducing new brands and new product lines within existing brands into our portfolio. Let me give you a quick sense. In the second quarter, we saw strong trends in anti-aging, mascara, lipstick and foundations. BB creams remain very strong, with a steady stream of new introductions from multiple vendors from Mass [ph] to Prestige. We featured multiple brands of BB creams on one of our trend end caps, which bolstered customer interest and trial in this new product. Mascara was a big trend, with strong sales from bestsellers like They're Real from Benefit Cosmetics. We also saw continued growth in the do-it-yourself at home tools category. Clarisonic, Tanda, Remington and Go Smile have all introduced innovative items in the high-tech beauty and grooming arena which address skin care, acne treatment, hair removal and teeth whitening. And skin care and grooming continue to be a big trend in the beauty industry, and our men's shop that we launched a year ago performed very well.
In the personal appliance area, we saw growth in specialty tools like deep wavers, which support the current trend of curly hair. In the nail category, trends in nail art, glitter and magnetic polishes helped fill the void in the wake of last year's Shatter nail boom. In the second quarter, we launched the Juice Beauty brand, which consists of organic skin care and makeup. Our guests have reacted very well to this new brand given its organic nature and clinically validated results.
Looking ahead to what's coming in the third quarter, the newness pipeline is strong. Building on the many fragrance introductions so far this year, we are planning for even more with a significant wave of new fragrances being introduced in the third quarter. Q3 2012 will be an exciting quarter for the sheer number of new fragrances and the amount of buzz around many of the names such as Lady Gaga Fame. We're pleased with our trends at our fragrance business and the volume of important launches is encouraging for the holiday season.
In foundation, Tarte, Pure and Stila are all launching new foundations this fall. Also Urban Decay, which has been so successful with its Naked and Smoked eyeshadow palettes, made its first foray into the foundation category, with the naked skin launch in August. And finally, bareMinerals ready foundation just launched and is expected to be the biggest foundation launch of the year.
In terms of new brands for Q3, skin care lines from Vichy and La Roche Posay rolled out to all stores in August and we are expanding our exclusive CK One cosmetic line from 50 stores launched in the first quarter to 178 stores in Q3. We also continue to make progress with our iconic Prestige brands. As we announced last quarter, we are in the process of adding Lancome to 50 additional stores this fall, bringing the total number of stores offering Lancome to 79. The implementation is going well and we're on schedule to have these new boutiques complete before the holiday season. We're also very pleased to announce that we will be adding Clinique boutiques to an additional 35 stores. This, along with our existing 13 Clinique stores, will bring our total Clinique presentation to 48 stores. 30 of these new boutiques will be opened by the holiday season this year and the remaining 5 will open in Q1 next year.
We are very pleased with our current Lancome and Clinique business and expect these boutiques to be outstanding additions for the long term. We know our guests will be very excited to experience these terrific brands that complement our already strong Prestige skin care and cosmetic offering. Now as with any new initiative, these boutiques will take some time to ramp and we do not expect them to have a significant impact on our results in the back half of this year.
Now I'd like to spend a moment on our service business. Salon had a very strong quarter in the second quarter. We drove solid improvement in guest retention and saw good results from several compelling promotions, which combined our authority in both product and service to deliver a true beauty solution to our guests. Events included our Love Your Hair promotion that had in-store events and great values for our guests and our Frizz-Free Friday events.
Turning to Q3, our Salon team has developed and launched a fall winter trend collection featuring the newest looks in hairstyles and color. The collection highlights the expertise of our Salon teams. Ulta is the only national salon to offer this type of program, which is supported with extensive stylist training and in-store events.
Next let me update you on our third growth strategy, which is enhancing our loyalty program. We recently launched -- reached the milestone of 10 million active loyalty customers. This program continues to fuel our very successful direct marketing efforts. At the end of the first quarter, we converted our central region to our points-based program, so we currently have about 1/2 of our loyalty customers on our Legacy certificate-based program and about 1/2 on our points-based program. While it's only been a few months since the Central region's conversion to the points-based program, initial customer feedback is good.
To enhance our loyalty program for our guests, we introduced an online rewards center to help customers understand and self manage the benefits of our loyalty program. We also improved our POS capabilities to enhance our cashier's ability to interact on a more personalized basis with our guests and provide a better shopping experience. We are confident that our loyalty program will drive a higher share of wallet over the long term.
In the third quarter, we intend to continue to leverage the benefits of our loyalty program with member-only promotions and to our members, advanced notice of new trends and new events. We also will begin the implementation of a new CRM platform, which will expand our capabilities in harvesting the rich behavioral data that our 10 million member file contains. As I have stated before, this is a long term, very attractive opportunity for Ulta to personalize our communications and offers to our guests based on their individual shopping tendencies.
Moving on to our fourth growth strategy, which is broadening our marketing reach. To drive traffic and to support our positioning as a beauty and trend authority, we are focusing on 2 areas. The first, executing compelling events in our stores and online. And secondly, expanding our use of various forms of media. Q2 highlights on the events side included our Mother’s and Father’s Day gift of purchase offers driven by the abundance of new fragrances. Our 2-week Love Your Hair event in June was very successful as was our Frizz-Free Friday that I mentioned, a promotion that occurred in July in partnership with the brand Living Proof to offer guests a free blowout and the opportunity to learn more about smoothing products and Styling Tools.
We continue to believe that Ulta's product, service and Salon offering uniquely positions us as a true authority for our guests, whether they are looking for a beauty solution, want to learn something new or just want to enjoy themselves for the afternoon. Our in-store and online events reinforce this Ulta's strength and we have expanded our team that works with our stores and our vendor partners to ensure that these events continue to be exciting for our guests and effective for Ulta. On the media side, during Q2, we continue to expand our efforts to communicate with guests via Facebook and other social media. We are improving and increasing our e-mail communications and creating more effective direct mail pieces that are driving higher trial and awareness overall.
Previewing our marketing highlights for the third quarter, in August we partnered with Allure magazine to create a 13th issue exclusively for Ulta. This insider's guide to beauty and style was available in-store and mailed to Allure subscribers with a mini-version available on Facebook. Tied in with this guide, we launched in-store and digitally, a fall beauty preview in August featuring 5 beauty trends presented by Allure, Glamour, Lucky, Self and Teen Vogue with How-to Videos, a curated product guide on how to get the look at Ulta and tie-ins to sweepstakes, social media and a Red Carpet trend event in L.A.
Also in August with a marketing activity leading up to the highly anticipated launch of Lady Gaga Fame on August 22. Fame is the first ever black Eau de Parfum, which turns clear once airborne. Posts on Facebook, Twitter, Instagram and Pinterest were part of the strategy to make Fame one of our most successful launches in fragrance becoming our #1 seller when it debuted.
Now in September is our 21 Days of Beauty celebration focused on Prestige brands. This event, bigger and better than ever, features daily events and promotions from the hottest brands and our trademark beauty steals. In October, our focus turns to Breast Cancer Awareness with our trademark Donate with a Kiss event. Everyone at Ulta really supports this event, as it benefits the Breast Cancer Research Foundation or the BCRF, our premier charitable partnership. The campaign includes a month-long sale of logo products specifically intended to raise funds for BCRF. We also will repeat our hugely successful Salon Cut-A-Thon on October 14, where our Salon stylists give free haircuts with a donation to the BCRF. Our campaigns these past couple of years have been thoroughly embraced by our guests and our associates and I'm proud to say these efforts have resulted in numerous scientific researches and projects being funded to find a cure for this disease.
On the media side in Q3, we'll see an increase in activity and content in social media associated with Fashion Week, our fall beauty preview and our 21 Days of Beauty events. It will also enable the products on ulta.com to be tagged to Pinterest for the first time. Finally, we will continue to improve the effectiveness of our print marketing through better targeting of offers and guests.
The fifth growth strategy is our digital focus, particularly ulta.com. In Q2, we maintained strong growth in traffic and sales compared to last year. But again, we know there is far more to be captured. In Q3, we will complete numerous back end enhancements to improve the guest shopping experience, make our site even faster and expand our delivery capability for the holiday season. On the sales and marketing side, our trademark limited time beauty steals will continue. Our product offering and editorial content will expand and we will increase our digital outreach. We are also planning to deploy our first Apple and Android apps in October.
So as you can see, we have made great progress on our 5 key growth initiatives, with even more excitement coming for each of them. We believe our comprehensive strategy and strong execution will fuel additional market share gains for the remainder of 2012 and in the years to come, regardless of the economic environment that lies ahead. Obviously, we are aware of the uncertain climate and the pressures on the consumer today. But as you've seen, our performance in Q2 was strong and we remain very confident in our business model, guest offering and guest experience.
Now, let me turn it over to Gregg for a detailed discussion on our financials.