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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