I noticed a while back that the Ulta store on Memorial and Penn re-designed their layout. According to one of the salespeople, only 40 stores have this same look right now and eventually they all will. Basically the main difference is they group the drugstore brands by category, so if you're looking for Revlon nail polish, instead of going to the Revlon section, you'd have to find the nail polish aisle and search for Revlon. This drives me nuts b/c I shop by brand. I don't want to search through 300 mascaras trying to find the one I'm used to. I told the salesperson what I thought and she agreed but said a lot of people actually prefer to shop by category rather than brand.
On the flip side, some of the more premium brands seem to have more counter space now and I do like that - i.e. Benefit. I just wished they carried more of the product line there. Oh well.
Re: Ulta
If I am buying drugstore something or other than I like it grouped by item rather than brand. For the stuff I always use (base & mascara), I like going to the counter that has that particular brand.