Customers claim Ulta’s Beautyfest

The retailer told eager consumers last week that its 1,200 stores would open one hour earlier than usual — at 9 a.m. — on Saturday and Sunday to celebrate its Beautyfest promotion. The chain promised free giveaways, coupons, $100 gift cards and other perks.

But customers quickly flooded social media with complaints that some stores failed to open their doors on time and that they waited in freezing temperatures for chintzy freebies.

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“ultabeauty I was here an hour early and they aren’t open!” one upstate New York consumer wrote.

“ultabeautyfest was the Fyre Fest but for makeup lovers,” tweeted another disgruntled customer.

Customers complained that they waited in line only to be handed a measly $5 coupon, or discounts and goodie bags with unexpected fine print, including approval of an Ulta credit card.

Another tweet: “That was disappointing this morning ultabeauty. Show up early to get a cheap plastic bag and a coupon that I can’t use because I’m not a first time customer. ultabeautyfest Sweepstakes.”

Excitement over the promotion was strong to start, but as word about the disappointing giveaways spread on social media, “traffic trailed off,” according to retail consultant Gabriella Santaniello, whose A-Line firm dispatched retail checkers to the stores.