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Target Testing Beauty Concierge Service
Posted: July 13, 2012
Aiming to further amp up and support its existing beauty offerings, Target is reportedly using several of its stores in the Chicagoland area as a testing ground for a multibrand-focused Target Beauty Concierge program. Debuting in 28 locations in the metro Chicago region, the concierge program will aid Target shoppers in browsing and selecting beauty and personal care products that would suit their needs through the help of a trained individual who distributes advice, samples, and beauty tips and tricks about the entire Target beauty brand assortment.
Part of a nine-month test that could eventually expand to up to 450 Target stores, the Beauty Concierge service will begin in the testing area with 14 advisers, each assigned to two stores during a 40-hour work week. Using tools such as iPads, each adviser will have a small kiosk in the beauty department, where they will focus primarily on the skin care and makeup categories, according to Target. The mass retail also noted that it chose the Chicagoland area for this testing because it includes all its store formats and the locations in the area reach a broad cross-section of consumers.
Target—which features exclusive beauty brands such as Sonia Kashuk, JK Jemma Kidd and Pixi, as well as a multitude of other beauty brands including products from L’Oréal, Boots No. 7, Johnson & Johnson, Unilever, P&G, Revlon and more—also recently debuted a program that highlights small retail businesses from around the U.S., called The Shops at Target. This program offers merchandise from the boutique shop locations in Target stores, with exclusive collections co-created by the participating boutiques. Aspen, Colorado-based beauty retailer Cos Bar is one of the participants.