Target Overhauls Beauty Aisle With New In-Store Concept
Target is launching its new Target Beauty Studio concept in 600 stores nationwide on Sept. 10, featuring over 1,600 products from 90 brands. The move aims to elevate the in-store beauty shopping experience.
Retail giant Target is set to significantly alter the beauty shopping experience for its customers with the nationwide rollout of its new "Target Beauty Studio" concept on September 10. The initiative will be implemented in 600 stores across the country, introducing a curated selection of over 1,600 products from 90 distinct brands.
The new format is designed to function as a specialty shop-within-a-shop, drawing inspiration from established beauty retailers like Ulta and Sephora. Beyond offering existing popular brands, Target Beauty Studio will introduce a range of new products and labels, fostering a discovery-driven approach to beauty purchases. The company stated the setup aims to allow customers to find their go-to items while also exploring new and trending beauty items.
Key features of the Target Beauty Studio include product testers, a section for travel-sized items, and dedicated beauty advisors offering personalized suggestions. The product assortment will span various categories, including skincare brands like First Aid Beauty and Sunday Riley, haircare from Briogeo and Bondi Boost, international cosmetics from brands such as Amuse and Sarelly, and fragrances like Boy Smells mists. Products will be available at both accessible and premium price points.
This strategic shift follows the expiration of Target's partnership with Ulta Beauty, which allowed Ulta's brands to be sold in select Target locations. The company views the Target Beauty Studio as a crucial component of its ongoing efforts to redesign its stores, enhance the overall customer experience, and ultimately drive sales and foot traffic.