Target Beefs Up Its Beauty Game

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Target Beefs Up Its Beauty Game

By Cyndi Loza - 05/21/2018

Target is testing a function for its mobile and desktop websites that allows shoppers to virtually try on cosmetics and also has added new digital capabilities to its Beauty Concierge program.

More than 90 target.com e-commerce pages now contain a “Target Beauty Studio” section instructing shoppers to select a model or upload a photo of themselves to depict how the cosmetic product will look on them. Products that offer the function range from foundation to lipstick from brands including TPG Growth's e.l.f., Revlon's flagship, Coty Inc.'s CoverGirl, and L'Oreal's flagship, Maybelline and NYX. A promotional page within target.com touts the service (powered by Perfect Corp.’s YouCam Makeup), which is also available at 10 select Target locations via a digital screen in the beauty department and will roll out to more stores later this year.

In an effort to further help shoppers navigate the more than 1,000 beauty brands available at the retailer, Target also is rolling out two new ways for shoppers to connect with a Beauty Concierge representative for advice and information ranging from tracking down a specific product to choosing between two concealer shades. To reach a beauty expert, shoppers:

  • can text “BeautyChat” to “Target” (827492) to receive advice, or
  • will soon be able to chat in real-time via a "beauty chat" function within target.com cosmetics and skin care pages.

“When it comes to shopping beauty, our guests love to explore,” Christina Hennington, Target’s senior vice president of beauty and essentials, said in a May 16 A Bullseye View blog post. “With the introduction of these new initiatives, which blend physical and digital to create an enhanced experience, we’re giving Target’s guests even more convenient options to find the perfect beauty items for their unique needs.”

A focus on men’s grooming

Target is also working to improve the beauty department shopping experience for men. The mass merchant is in the process of introducing an in-store experience for men’s grooming across 11 Target stores, with plans to update the department in 80 more stores by the end of the year. More than 600 products will be featured in this new men's destination from brands including Harry’s and the flagships of BYRD Hairdo Products, Cremo Co. and Beardbrand. The proposed section will also include men’s accessories, such as hats and wallets from Target’s apparel brand Goodfellow & Co, "to help guests pull together a cohesive look," Target said in a May 16 A Bullseye View blog post. 

“Guys are more style savvy and selective than ever and they spend a considerable amount of time researching products before they make a purchase, which is why we’re upping our game with the assortment and experiences we’re creating just for men,” said Mark Tritton, Target executive vice president and chief merchandising officer, in the blog post. “By doubling down on our men’s grooming offerings and elevating the experience, we’re giving our male guests even more reasons to choose Target.”

Target's share in the men’s grooming market has grown over the past few years and the retailer expects the business to double by 2020. Beauty and household essentials represented 23% of the retailers total sales ($71.8 billion) in 2017.