BEAUTY CARE

Target’s beauty aisle goes digital

BY Deena M. Amato-McCoy

Target is blending its physical and digital beauty experiences.

In an effort to streamline how its customers navigate its cosmetics offering, which consists of more than 1,000 brands, Target is testing an augmented reality solution online and through its mobile app. The discounter introduced the Target Beauty Studio, a solution that merges augmented reality, artificial intelligence and real-time facial mapping technology to enable customers to virtually try on makeup.

Customers can also use the technology in-store by using dedicated digital screens in the beauty department. Currently, 10 stores are testing the technology, and more stores will add the solution later this year, according to the company.

Separately, the retailer is giving shoppers access to its in-store beauty concierge representatives via a new text service that delivers real-time advice, from tracking down a specific product to choosing between two shades of a product. To receive responses from a beauty consultant, customers just text “BeautyChat” to “Target” (827492).

Taking this service one step further, the discounter is preparing to launch an online beauty chat service. As customers browse Target’s cosmetics or skin care pages, a chat icon will be displayed. By clicking on the icon, customers can type their question and a beauty consultant will provide answers in real time.

“When it comes to shopping beauty, our guests love to explore,” said Christina Hennington, senior VP of beauty and essentials at Target. “With the introduction of these new initiatives, which blend physical and digital to create an enhanced experience, we’re giving Target’s guests even more convenient options to find the perfect beauty items for their unique needs.”

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Freeman Beauty names new CEO

BY Gisselle Gaitan

Freeman Beauty announced the appointment of Bill George as the company’s new chief executive officer.

Following the success of the Los Angeles-based company’s first National Face Mask Month in April, George will join following his previous post at Markwins Beauty Brands. He will be replacing Jon Achenbaum, who announced his retirement from the company after joining in 2015.

George will focus on continuing to expand the company’s growth in the mask category, leveraging his background in global cosmetics and personal care to drive innovation. Freeman Beauty said.

“I am honored and privileged to join Freeman Beauty,” Bill George said. “I have admired the company’s position in the market for quite some time and love where the brand stands today. I look to build on the company’s rich heritage and continue to find the best partners to succeed in these high growth segments.”

George holds over 25 years of experience in the beauty category, which includes managing large portfolios of the top ten mass-market brands, driving organic growth across six continents, leading corporate acquisitions, and integrations, the company said.

In this new role, George will work closely with Yellow Wood Partners, helping fuel their growth plans for Freeman Beauty and leveraging insights to further expands the business.

“The Yellow Wood team is excited to have the opportunity to work with Bill George as the new CEO of Freeman Beauty. We have known Bill for a number of years and watched him build many successful brands,” Dana Schmaltz, Partner at Yellow Wood, said. “Adding Bill’s skillset to the great franchise we have at Freeman as the #1 Face Mask brand in the US will continue to accelerate our growth in this category, as well as other categories that we may enter through acquisitions and line extensions. We look forward to building another successful consumer platform business around Bill.”

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Cosmoprof partners with Founders Factory, opens early registration

BY Gisselle Gaitan

Cosmoprof North America is giving attendees of its annual b2b beauty exhibition show a treat by opening up registration early. Held once again at the Mandalay Bay in Las Vegas, the show’s early bird registration with a 25% discount will be available until June 29. In addition, the company’s educational program also is now open for registration.

Furthermore, the Las Vegas-based company announced a collaboration with Founder’s Factory, a London-based global digital accelerator and incubator. Backed by L’Oréal, Aviva, easyJet, The Guardian, Holtzbrinck and CSC, the company has created a new model for corporate innovation and startup creation.

The two brand’s new partnership will allow CPNA 2018 attendees and exhibitors to learn about Founders Factory and apply to their Beauty Tech Accelerator program onsite at the annual event.

“The collaboration with Founders Factory enables CPNA to continuously maintain its leadership for offering unmatched business building networking and learning opportunities,” Daniela Ciocan, marketing director at CPNA, said. “We are thrilled for the opportunity to give our participants rare access into this revolutionary program.”

A Founders Factory lounge also will be located on the Interactive Technology space area on the show floor, where attendees can experience the latest in beauty tech solutions from program graduates and meet a company representative.

“Founders Factory provides one of the most tailored growth programs in the world and we have a mission to find and develop the most promising early-stage startups through an open innovation culture. We are a talent magnet and we are encouraging any budding entrepreneur with a passion for beauty and technology to come and visit us!” Laura Delgado, business development lead at Founders Factory, said. “Our collaboration with Cosmoprof North America offers an unparalleled platform for us to meet with best in beauty and ensure optimal program visibility.”

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