I have been a customer of Ulta for over 20 years and their “rewards” program has made me lose all respect for their company. NOTHING I purchase is ever valid. They should place all valid items together in the store with a sign “Shop here for valid reward items” to make life easier for their customers. I just bought a $53 bottle of Lancôme foundation, read the huge paragraph of stipulations on my coupon (Lancôme wasn’t listed) went to check out and got the same old “We’re sorry you can’t use your coupon on this item, it’s a premium item”. Where was that sign?? This happens every time I go in this store. Well, to the other disgruntled customers reading this, I have great news! When I got home I checked Amazon and found that I could have purchased the same product for the same price and it would have been delivered to my doorstep saving me gas and frustration. Ulta, your sales and marketing departments need to rethink their strategy, I give your customer coupons an F.