Last week Target opened one of its smaller, flexible-format stores in Manhattan’s Herald Square with a big emphasis on beauty.There’s an enormous commitment to NYX Professional Makeup, a Harry’s lounge complete with shaving items positioned in the men’s apparel department and an endcap linking Shea Moisture’s roots to New York City. Target isn’t shying away from a beauty challenge — one of the largest Sephora doors in North America is right next door. And next month Ulta Beauty opens its first Manhattan site. Last month, CVS unveiled a store in Times Square with its elevated beauty format including 500 K-beauty items.[caption id="attachment_11034872" align="alignnone" width="300"] Target is located next door to Sephora.[/caption]Target’s Herald Square store, however, is just a tease of the efforts the retailer is plugging into its beauty experience across the country.By the end of October, 75 stores in the U.S. will sport an overhauled look with lower-profile fixtures, enhanced lighting and an open concept designed to inspire shoppers to explore the beauty assortment. Banishing the bland atmosphere endemic to mass market beauty retailing characterized by rows and rows of pegged cosmetics, Target has created a department that invites product discovery. And it is backing up the decor with enlarged products assortments such as E.l.f. Cosmetics, an exclusive Glow Studio for Target collection from the Glow Recipe creators and an end aisle NYX Brow Bar.[caption id="attachment_11034874" align="alignnone" width="300"] There is a large NYX department at Herald Square.[/caption]“Our guests love to explore and be inspired. We see that across our assortment and it’s particularly true in a category like beauty. This is one of the reasons we’re investing to create a more compelling experience online and in our stores,” said Mark Tritton, executive vice president and chief merchandising officer at Target. “The new design in beauty pulls you in, it’s a specialty environment that invites you to shop.”Although Target doesn’t break out beauty sales in its annual report, those familiar with the chain estimate the category (including cosmetics, hair and skin) contributes more than $7 billion in sales — at least 10 percent of total sales. With the ramped-up department, experts think that percentage will balloon.[caption id="attachment_11034870" align="alignnone" width="300"] Target is blowing out its beauty department. Seventy five doors will have this look by the end of 2017.[/caption]More than 400 stores will get the white-glove treatment by the end of 2018. Target is also expanding its Beauty Concierge Program to feature service counters where trained associates can not only answer questions and perform skin-care consultations, but also hand out samples and help with swatching — the social media phenomenon credited with boosting color cosmetics sales.“It can be hard to do sampling in our channel, so we’ve pulled in some specialty store elements that we think are highly relatable to what our guests say they are looking for such as sampling,” said Christina Hennington, senior vice president of Beauty and Essentials, about the new beauty counter. “We have a dedicated service desk where beauty concierges can really spend time understanding the guests’ needs and are using samples and products to do color matching and sampling. We continue to invest in more labor across beauty in general across all stores so service isn’t only available to the few.” Buoyed by the success from the initial beauty concierge efforts, Target now has dedicated trained beauty experts during all open store hours.By listening to consumers — company officials go so far as to venture into homes to study consumers — Target is also refining its assortment to put its stamp on men’s, natural personal care and South Korean-inspired products. “We are creating areas for discovery,” explained Hennington, pointing out displays such as those for trial sizes, colorful bath lines and masks. “Unique at the front of the store is an area for naturals which has done well for us, as well as mini trial items at good price points and colorful poufs, bath bombs and gels.”[caption id="attachment_11034875" align="alignnone" width="300"] Harry's Lounge in Herald Square, 40 other stores are getting expanded men's departments this year.[/caption]With sales of men’s grooming products booming, Target is introducing a destination department in select stores with 40 slated by the end of the month. Beyond the traditional men’s legacy brands, Target has handpicked niche labels such as Rebels Refinery, Beardbrand, Byrd Hairdo and Duke Cannon. “We wanted to make a place that looks like it was meant for guys,” said Hennington. “We’re making a big bet on men’s. Men are changing, they have higher expectations and we need to deliver that as a retailer.”Hennington said there are gaps in the mass market nudging Target merchants to uncover new brands. “If we don’t have the solution, we will find it. Our buyers are sleuths, attending trade shows and looking at social media. Some brands come to us, others we call and ask about. We want to have what people are talking about,” Hennington said, adding the company also looks at online reviews.The outposts in Target’s fresh look also help the chain react to trends swiftly. With complicated planogram resets typical of the mass market, retailers haven’t been able to jump onto emerging beauty styles. “The little hot spots let us get trend stories out. We are presenting key trends rather than brand stories such as a dry shampoo destination or top 10 contouring solutions. Based on our research that’s how our guests are shopping,” Hennington concluded.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion