=Ulta Beauty (ULTA) breached its key 200-day moving average

• Desperate to get shoppers in the door, department stores are discounting the one item they had long been able to sell at full price: cosmetics.

Ulta Beauty (ULTA) breached its key 200-day moving average amid a report that department stores are now discounting prestige beauty products, a segment once thought to be untouchable by price slashers.

Lord & Taylor and Macy's-owned Bloomingdale's are following Macy's in offering slight discounts on beauty products, according to the Wall Street Journal.