By  on June 25, 2012

The last thing Target wants to be seen as is another big box, and it’s using beauty to telegraph that message loud and clear.

Target’s efforts to transform its approach to beauty got under way in earnest in 1999, when the retailer linked arms with makeup artist Sonia Kashuk to create an exclusive, premium cosmetics range for its stores. The collection has since grown into a full-scale beauty brand — complete with makeup brushes and cosmetics bags — that occupies a prominent position in the beauty department. It also signaled Target’s commitment to doing things a little bit differently than its mass-market competitors.


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