Last month I blogged about luxury beauty brands invading the aisles at Target. Now comes confirmation that this trend is here to stay, with Target expanding its Design for All concept to the beauty aisle by rolling out three budget versions of up-and-coming makeup lines. Makeup artists Jemma Kidd, Napoleon Perdis and Petra Strand have all signed on to collaborate with the retailer to bring out more affordable and slightly different versions of their existing prestige lines for the Target beauty shopper. The initiative marks a watershed moment for the retailer's beauty department: testers will finally be present in the new presentation's beauty space and will play a large part in introducing the new goods to shoppers.
"We understand that buying cosmetics is different than buying a top or sneakers," said Joshua Thomas, a member of Target Corp.'s communications department. "When you buy [beauty] there is that emotional investment. We understand and appreciate that and the [new beauty displays] will reflect that." He continued, "We want to see guests walk in the section of the store and interact with the beauty brands. It gives them a chance to touch, smell and feel the brands." The new 11-foot, in-store presentation will also have lit features and bold beauty graphics, Thomas said, adding that each designer will have a bio by their respective product line explaining their philosophy and brand. To make room for the new items, Thomas said the chain took a hard look at its current beauty mix and "right-sized it" based on product performance.
The new beauty move is a long-term plan, Thomas added. The three beauty lines are scheduled to enter about 1,400 Target stores at the end of August. Target maintains it will also continue its successful relationship with makeup artist Sonia Kashuk, who’s own line of makeup and tools has been a fixture at Target for years.
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