Target's Beauty Department Gets a Makeover
Target is looking toward spring, refreshing its aisles, scheduling in-store events and adding nearly 3,000 new SKUs across several beauty categories.
The retailer is giving its in-store beauty experience a makeover, designed to make new product discovery easier. Spaces are intentional, and designed to be welcoming and to let shoppers explore categories by trend and by need, including:
- A clearer layout highlighting what's new and trending.
- Updated displays that encourage exploration and interaction.
- Highlighted exclusives, bestsellers and new SKUs.
- A refreshed haircare aisle organized by needs, routines and textures.
Some of the refresh precedes the end of Target's nearly five-year shop-in-shop partnership with Ulta Beauty, which comes to a close in August.
Target's research found that consumers want expert-backed products and quality ingredients. Price remains a driver as well, so more than 90% of the items are priced under $20.
Other highlights of what's on the horizon for Target shoppers:
Affordable prestige. Guests can expect prestige-inspired beauty from brands such as Morphe cosmetics as well as new offerings from Minimalist and GoPure. Target is also adding exclusive brands such as Ontu bath and body SKUs.
K-beauty. Cult favorites and emerging brands in skincare, makeup and haircare comprise Target's largest K-beauty expansion thus far. New additions include makeup from Dasique and I'm Meme; skincare from The Creme Shop, haruharu wonder and Elizavecca; and haircare from Kundal.
Skincare. Target is building up its assortment of dermatologist-backed brands, adding Remedy by Dr. Muneeb Shah and expanding its assortment of La Roche-Posay and Prequel SKUs.
Sun safety. The retailer continues to promote year-round, full-body sun protection, adding Supergoop!, introducing sun haircare protection from Dove Beauty, and expanding its up&up and Vacation Brand offerings.
Haircare for all. Target is adding to its textured haircare section, including bringing on new brands Gracie's Corner, Skala and Lola from Rio. It's also adding to its The Doux, Camille Rose, Design Essentials, tgin, Urban Hydration, and Watch and Sea assortments. Target is also launching being haircare, priced at $6.99 and targeted to specific hair types.
Scent for hair and body. Target is expanding its eos and Saltair offerings, and introducing new products from Athena Club, Scents Unearth'd and Cremerie.
The retailer said this rollout is its largest ever spring beauty offering, both in stores and on Target.com.
"Beauty is incredibly important and deeply personal to our guests, so our team has worked with beauty powerhouses and small, innovative, emerging brands alike to bring thousands of new products to the mix," Amanda Nusz, senior vice president of merchandising, essentials and beauty, Target, said in a media release.
Target Circle 360 members enjoy early access to some of the new spring SKUs, and select stores are hosting beauty activations where guests can test new products onsite, a move which is in line with the retailer's recent focus on adding in-store experiences.
