We’ve all been to Target to buy something basic and left with a shopping cart overflowing with bags. Impulsive purchases are not uncommon — more like an undeniable reality — and it’s going to become even more difficult to leave the store without $300 worth of lipstick.
Target is in the middle of an overhaul of their beauty department, taking on the look of another store where we all love to spend money: Sephora.
Target Using Sephora’s Concept as Design Inspiration
The design inspiration comes with brand new features such as an open floor plan for better and more efficient wandering, better lightning, more accessible shelves and many more service counters. This also includes trained associates who walk around the departments, helping you shade match and hook you up with free samples. Pinch me, am I dreaming?!
Soon, 75 stores in the U.S. will feature the new design — a special environment inviting customers to shop. Target is growing their list of private label products and betting on the money maker that is the beauty industry. Looking at last year’s sales, Target knows the worth of skincare and beauty these days because of the $18 billion worth of beauty and other household products they sold. This astounding number may be due to their previous business model, which took into account customers filling their shopping carts with staples like soap or shampoo.
Now the store is moving away from that and pursuing the specialty beauty market, which focuses more on quality products at an affordable price.
This beauty concept revamping has been years in the making. Since 2016, Target has been acquiring new small or independent beauty brands to add to their aisles — even some that used to sell exclusively online. This is a smart move considering the demographic Target is aiming for: GenZ and millennial shoppers . Research has shown that smaller and affordable brands are popular amongst young people. Case and point, influence Kristin Ess exclusively launched her hair care products in Target during 2017 and in 2018 had a whopping $100 million in global sales.
Target hopes to become the go-to destination for affordable versions of the latest trendy products so expect a lot of Korean skincare masks and beauty products with amazing textures and all-natural or green ingredients in the coming months.
After landing brands, it was time to build an actual space where these unfamiliar products would be displayed and where customers were welcomed to wander around and test out new brands. Starting in 2016, the beauty aisles in Target began featuring those Sephora-inspired bright lights and accessible shelving which attracted new shoppers from the start.
Now, do you see yourself completely ditching Sephora and Ulta and becoming even more of a Target loyal? They still aren’t able to offer the Sephora-exclusive Kylie Cosmetics or Fenty Beauty, but one never knows what will happen in the future.