Target Adds Premium Beauty

Target is giving dedicated shelf space to a new selection of premium beauty brands.The chain has spiffed up its health and beauty planograms by adding such luxury brands as Clarins, Estee Lauder's Origins, Bumble and bumble, L'Oreal USA's Kiehl's, Klein-Becker's StriVectin, and Bare Escentuals, despite having no direct business agreement with their manufacturers, according to Women's Wear Daily. The products, which are distributed through department stores and professional channels, likely are acquired from third-party distributors, according to the magazine.A four-foot "Professional Skin Care" shelf set in the skincare aisle carries Origins, StriVectin and Clarins, along with European brand Lumene (for which Target shares exclusive U.S. retail rights with CVS). Each brand occupies its own shelf, accompanied by black shelf signs that Target also uses in hair care aisles. The display is reported to be testing in 300 to 500 stores.In other merchandising activity, Target:is drawing comparisons between national brand and private-label products in a program playing out in the back-end value department. Packaged food and personal care products, such as Kraft's Oreo cookies and Johnson & Johnson's Listerine mouthwash, sit side-by-side with their counterparts from the Target or Market Pantry brands on endcaps and pallets. Ceiling mobiles and other signage also highlight store-brand items. (See "Generic Drugs Gain the Spotlight" in Related Articles.)&nbspequipped shoppers for Cinco de Mayo parties with an upfront merchandising and recipe promotion commemorating the May 5th Mexican holiday. Similar to a recent "Long Live" program for healthy foods (see Related Articles), the chain put beverages, cake mix, potato chips and other packaged party foods on the upfront gondolas typically reserved for value items. Gondola headers read "Viva la party!" and "Viva el value!" and featured images of party recipes, including fried ice cream and Archer Farms punch. Recipe cards were dispensed on-shelf and listed ingredients from Archer Farms and Market Pantry. &nbspintroduced a private label collection as part of its GO International program, which merchandises women's apparel collections from up-and-coming designers in 45-day windows. Designed by an unidentified in-house team, the ongoing collection will emulate the fashion-forward emphasis of past design partners, which have included Jovovich-Hawk, Alice Temperley and Proenza Schouler. Merchandised on upfront racks in the women's apparel department, the collection's pieces will range in price from $16.99 to $49.99 and will appear for 30-day periods in between the 45-day stints of outside design partners.Target, Minneapolis, operates 1,613 stores nationwide following the grand opening of 26 locations on March 9. On May 1, Target ceo Robert Ulrich turned the company's reins over to his successor, president Gregg Steinhafel. In other moves, Target promoted senior vice president Kathee Tesija to executive vice president of merchandising, putting her in charge of all product design and development, inventory management, and merchandising systems, presentation and operations.

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