The Sephora of drugstores: Target to stage major revamp to create ‘specialty beauty environment’

The Sephora of drugstores: Target to stage major revamp to create ‘specialty beauty environment’

Target is gearing up for a major revamp, starting with some 75 US stores, according to a report published by Refinery 29.

Stores will gain open-concept layouts, contemporary fixtures and flattering lighting as well as a new approach to the beauty aisles, modelled on luxury beauty retailers such as Sephora, with Target installing ‘beauty concierges’ to help customers navigate the selection, as well as professional services in larger stores, such as a brow bar.

“Our guests love to explore and be inspired,” Mark Tritton, Target EVP and Chief Merchandising Officer told WWD. “We see that across our assortment, and it’s particularly true in a category like beauty. This is one of the reasons we’re investing to create a more compelling experience… The new design in beauty pulls you in, it’s a specialty environment that invites you to shop.”

 

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