By: Addi Lee, News Editor
In the remaining months of 2021, A new “redefined beauty experience” is coming to Target stores nationwide in the midst of Target joining forces with Ulta Beauty. A little over 1,000 feet inside of the retail space will be devoted to the new shop-in-shop beauty experience inside 52 select Target stores with the closest location embarking on this new endeavor being the Alexis Road Target location. The partnership was first announced in November of 2020 and is expected to grow to 800 stores in the near future, pending the success of the first 52 stores.
Guests of Target will now be able to purchase all of their luxury cosmetic needs from Ulta Beauty in one trip. A competitor of Target, Kohl’s, has a similar customer experience in their partnership with Sephora. So, by bringing in a large cosmetic retailer to Target, they are hoping to up the ante and increase sales for both parties in the Target-Ulta duo. By introducing these mini shops, both companies are also hoping to increase current customer loyalty and attract new guests. There will be over 50 prestige brands of hair care, skincare, and makeup in these mini stores including Tarte, MAC, Morphe, Anastasia Beverly Hills, Ariana Grande, Philosophy, Smashbox, Too Faced, Florence by Mills and many more.This will overall benefit all three separate parties in the end. Target and Ulta Beauty will be able to attract new guests, while the prestige cosmetic brands are profiting from an increase in customer sales from the shopping convenience. Target has also created these mini shops to look slightly similar to their current beauty section, in the sleek modern designs, layout, and shelving, except Ulta mini shops will include vibrant colors in their large, specialized displays made to draw in guests attention, complete with layouts curated to beauty trends and made including the signature Ulta colors orange, red, and pink.
Target already has partnerships with other “shop in shops” inside of their retail stores, including one for Levi’s and Disney. The Target Executive Vice President, Christina Hennington says, “We fully believe this will be incremental and in fact will drive traffic to both Target as well as drive traffic to Ulta as they introduce more guests to their brands and their experience,” meaning the Target Corporation truly believes that by partnering with other companies, both parties are getting a substantial benefit. Other than the fact that guests will receive an all-in-one place shopping experience, they are also going to receive double rewards at purchase, meaning they can get points back through Ulta Beauty Ultimate Rewards and save money through Target Circle when they make a purchase at the mini stores. For convenience, guests will also be able to link their rewards accounts through Target Circle so they receive all the benefits of Target Circle when shopping at Ulta at Target right through their mobile number or Target app. Ulta Beauty items will also be subject to Target discounts and select coupons, Target Circle Earnings, 5% off when using your RedCard, Team Member discounts, and even free two-day shipping through Target Circle. There will be frequent deals through Target, like right now there is a 50% off favs on products like Too Faced Killer Liner, Benefit Cosmetics Primers, and IT Cosmetics Anti-Aging Moisturizer. Ultimately, this new duo will not only benefit the retailers involved, but also the customers through increased rewards, lots of savings, and shopping convenience.
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