Target has announced that it is expanding its Beauty Concierge program with approximately 200 stores implementing the program during 2013.
This is important as it reflects a larger trend that is taking place within mass-market beauty — retailers are becoming increasingly aggressive in elevating the beauty shopping experience at mass. With a melding of upscale décor, higher-end beauty brands, in-store services and innovative technology, they are working to become a beauty destination for savvy shoppers.
Such efforts are important as competition from specialty retailers and online retailing only becomes increasingly intense.
As previously reported by Drug Store News, Walgreens has an army of 26,000-plus beauty advisors across its store network. The beauty advisors are especially front and center in the retailer’s Look Boutiques. These upscale beauty departments not only feature prestige and niche beauty brands, but also offer such in-store beauty services as manicures and brow shaping.
And CVS/pharmacy also has some beauty advisors in its store locations nationwide.
There’s also Pharmaca Integrative Pharmacy, which has its Natural Beauty Bar in Los Angeles that offers such services as brow waxing and threading, as well as makeup and lash applications.
Clearly, mass-market retailers are stepping up their efforts in beauty, which makes this latest news from Target timely and important. It should also be noted that Target is no stranger to beefing up its beauty departments, as it has seen success with such exclusive offerings as Sonia Kashuk and Petra Strand.