Beauty Industry

Target to Overhaul Beauty Department

Target has been testing a revamped department called Destination Beauty with improved lighting, testers and other shopping tools in 40 stores.

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By: Jamie Matusow

Editor-in-Chief

Target stores could look pretty different as early as April, when the first stores targeted in a $1 billion remodeling project get their makeovers. Target Corp. announced its renovation program at an investors meeting in Philadelphia. The move is expected to drive its planning for the next decade. It includes tweaking existing stores, opening smaller stores in urban areas and opening stores abroad.

The beauty department is one area that’s expected to see some major changes. Target has been testing a revamped department called “Destination Beauty” with improved lighting, testers and other shopping tools in 40 stores. It will be rolled out to all stores this year, as well as a better-organized home department with improved packaging that gives shoppers more access to touch the products.

The changes “demonstrate that Target’s merchandise Mojo is bigger and better than ever,” says Kathee Tesija, chief merchandising officer.

Target is also looking at new markets, such as urban areas where it hasn’t been able to get more locations because of real estate constraints. There are plans to test a new concept for dense urban markets featuring smaller stores–about 60,000 to 100,000 square feet–with a reduced selection of products. Target CEO Gregg Steinhafel said the initial test will be in three existing Target markets and will borrow from what Target has learned opening in urban markets such as Brooklyn, Chicago and Minneapolis.

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