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This week Target is making headlines yet again. The big beauty news is that as of next month, you can drop hundreds of dollars on a Dyson Airwrap Co-anda or add the latest Boy Smells fragrance to your cart as part of its new Target Beauty Studio. It\u2019s a 1,600-product strong initiative ranging 90 different brands, which will roll out to over 600 stores. But in the midst of reporting on this Allure-worthy update, another controversy started to pick up steam, perhaps overshadowing its big beauty revival.<\/p>\n
Target is dealing with some fierce backlash over a Halloween costume it sold, and its resemblance to racist imagery and stereotypes. Unfortunately, Target isn\u2019t a stranger to this type of mire. This drama comes on the heels of two years\u2019 worth of vocal boycotts over their DE&I and Pride rollbacks\u2014after the company made diversity-related pledges following the 2020 murder of George Floyd. The retailer swiftly issued an apology and pulled that costume from its website. And in talking to the beauty team, Target still seems bullish on bringing higher-priced items to its aisles.<\/p>\n
\u201cThis really is our platform for prestige beauty,\u201d says Amanda Nusz, senior vice president of merchandising, essentials and beauty at Target when speaking of the new beauty studio. \u201cA lot of time and energy has been spent with the consumer working on what we believe is going to make us compelling in our next chapter of beauty.\u201d She\u2019s thinking of the initiative as a way to tap into shoppers\u2019 desires for products they hadn\u2019t seen, touched, or tried before. \u201cThis allows us to curate an assortment and an experience that allows people to explore beauty in more inspiring spaces.\u201d<\/p>\n
This isn\u2019t the first time that Target has dabbled in premium beauty. In 2021, the retailer landed a shop-in-shop partnership with Ulta Beauty that brought brands like The Ordinary, MAC Cosmetics and Urban Decay to hundreds of stores across America. However, that partnership ended earlier this year and the Target Beauty Studio is the next step, with a greater emphasis on skin care and hair care.<\/p>\n
More than two-thirds of the brands included are new to Target. In hair care, you\u2019ll see Verb and Paul Mitchell alongside Dyson, Joico and IGK. Skin alone comprises over 30 of the brands, and those brands range from Dor\u00e9 and Mario Badescu to Shark\u2019s skin tools and Tula. Fragrance is getting Billie Eilish, Coach, and Ariana Grande, and you\u2019ll be able to find body and nail brands like Maude, Voesh, and Buff Beauty.<\/p>\n
The studio will span 600-plus stores and will be used for eventing. \u201cThere will be a minis destination, a fragrance mini bar, what\u2019s trending, our hero items, all of that through the lens of curation and thinking through what we can bring our guests,\u201d Nusz explains.<\/p>\n
With that in mind, the retailer is training its employees sharply in the new wave of inventory, and plans to host events in the stores as well. \u201cWe\u2019ve been adding more and more events on weekends at Target. We hear all the time that Target is the place where you go to get things done, but it\u2019s also your happy place,\u201d Nusz says. Her goal is to make it more fun to browse, wander, and learn about the existing assortment in a more playful and imaginative way, so it feels more candy store than grocery store.<\/p>\n
For Target, it\u2019s also an opportunity to bring more founder-led brands into the fold.<\/p>\n
For example, it marks the first time Glamazon Beauty will be in stores with a Target-exclusive lineup alongside bestsellers, and founder Kim Baker is confident her shopper is there. \u201cShe\u2019s like me. She\u2019s a busy mom, or a businesswoman, or a wife. She\u2019s of a certain age. I look at my base now, and she\u2019s skin-conscious, but she\u2019s wise with her money,\u201d she says. \u201cI talk to other women because I get a lot of them in my makeup chair. They say the same thing. Even when the boycott that happened, so many women were like, \u2018Oh my God, I miss going into Target.\u2019\u201d<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"
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