Target Rolls Out Themed Beauty Boxes

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Target Rolls Out Themed Beauty Boxes

By Cyndi Loza - 04/23/2018

Target's Latest Beauty Moves

September 2017: Target teams with The Mane Choice to launch Heavenly Halo hair care products.

September 2017: Exclusive four-step K-Beauty kits from Glow Recipe, called Glow Studio for Target, roll out. 

January 2018: Launches its first-ever exclusive fragrance line, Good Chemistry.

January 2018: Expands its exclusive line of hair products developed in partnership with Kristin Ess, a celebrity hairstylist and co-founder of The Beauty Department website. 

March 2018: Debuts curated beauty boxes.

April 2018: Adds eight new cosmetic brands to its beauty assortment. 

Target is spotlighting a collection of curated, themed beauty boxes in stores and online. 

Priced at $7, each box comprises seven cosmetics, personal care or OTC products — mostly in travel sizes — and at least one coupon from the retailer or included brands. Rolled out in March, the Target Beauty boxes span:

  • "Treat Yourself": Items include Clorox Co.'s Burt's Bees lip balm, PDC brands' Dr Teal's bubble bath, Procter & Gamble's Olay Whips cream, cleanser from The Honest Co.'s flagship brand and Bodycology body butter.

  • “Be You(tiful)”: Contains products such as TPG Growth's e.l.f. lip tint, pure clay cleanser from L'Oreal's flagship, Unilever's Nexxus shampoo and conditioner, Honest Beauty cream, Revlon's Sinful Colors nail polish and vitamins from Olly Public Benefit Corp.'s flagship.
  • 
"Wakeup and Makeup": Items to help the "a.m. beauty routine" comprise Dove dry shampoo and spray deodorant, e.l.f. "bare face" palette and blending brush, Honest Beauty wipes, Coty Inc.'s CoverGirl mascara, and Sonia Kashuk brush cleaning wipes.

  • "All Masks": Face masks from Look Beauty's Masque Bar, Johnson & Johnson's Neutrogena, Unilever's St. Ives and the flagship brands of Que Bella Beauty and Yes To. 


Target also released a "Define & Shine" box containing hair products from Jane Carter Solution, Camille Rose Naturals, Thank God It’s Natural and Mielle Organic. The box is out of stock on target.com but currently available at select stores. 

In stores, the themed boxes are merchandised on endcaps in the beauty department. A feature in the retailer’s April 15 circular also plugs the collections, positioning the items as “just in time for Mother’s Day.” A promotional page within the retailer’s website (target.com/beautybox) lists the spotlighted items. 

The collections are an extension of Target's monthly beauty box, which does not require a subscription and ships for free. Curated boxes for baby products are also available via target.com.

Target has been gradually growing its beauty assortment. (See "Target Beauty Timeline" at right.) Most recently, the mass merchant added eight new cosmetic brands that offer more than 150 products designed for medium to dark skin tones. The items are currently available on target.com and will hit select stores May 20.