BEAUTY CARE

Target upgrades the men’s grooming aisle

BY Gisselle Gaitan

On the heels of expanding its beauty aisle with the addition of several brands to be sold on its shelves, Target is now setting its sights on giving the men’s grooming aisle a bit of a makeover.

The company announced that its focus would be on investing in new products, rends and services that elevate the department. Part of those refocusing efforts involves introducing a new in-store experience in men’s grooming across 11 of its locations, with plans to update the department in 80 more locations by the end of the year.

“Guys are more style savvy and selective than ever and they spend a considerable amount of time researching products before they make a purchase, which is why we’re upping our game with the assortment and experiences we’re creating just for men” Mark Tritton, executive vice president and chief merchandising officer at Target, said. “By doubling down on our men’s grooming offerings and elevating the experience, we’re giving our male guests even more reasons to choose Target.”

More than 600 products will be featured in the new men’s’ selection from such brands as Harry’s, Beardbrand, BYRD, Cremo, Maestro’s Classic, Pacinos and more. In addition to adding several brands, accessories like hats and wallets from Goodfellow & Co. will also be featured in the aisle.

Items in Target’s new men’s grooming selection range from $1.49 to $199.99, can be shopped online and will be available in 11 locations with plans to roll out to 80 more stores by the end of the year.

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