Target’s beauty department is about to get the ultimate facelift. Seventy-five Targets across the U.S. plan to revise floor plans, improve lighting, add service counters, and employ trained beauty associates. When it comes to products, the chain plans to bring in more products from brands like E.l.f., Glow Studio and NYX Brow Bar to name a few.
Mark Tritton, Target’s executive vice president and chief merchandising officer, is excited for the change. “The new design in beauty pulls you in. It’s a specialty environment that invites you to shop,” he said.
Target is just one of many stores striving to increase their beauty presence. J.C. Penney partnered with Sephora and Macy’s has been adding more Bluemercury shops.
By the end of 2018, 400 stores are expected to have undergone the redesign.