Target plans to up the ante on its mission to transform the mass-market beauty experience by overhauling the entire department this spring.
The changes will first be visible this month in the 750 Target doors outfitted with its newly installed premium skin-care assortment, which is anchored by Amore Pacific’s South Korean skin-care range Laneige. The line will be exclusive to Target in the U.S. The concept, which ranges from 4 to 8 linear feet, also is occupied by six more brands, including MD Complete, Borghese Age Defying Cellulare Complex, Vichy, La Roche-Posay, 29 by Lydia Mondavi and Own Beauty.
The beauty overhaul, Target’s most extensive update to the category since 2001, also includes the addition of Carol’s Daughter and two British hair-care lines from PZ Cussons, Fudge Urban and Charles Worthington London Salon Home.
The redesign is intended to draw more attention to the department with brighter lighting, back-lit signage highlighting product attributes, shelving that allows for brand customization and a Beauty Concierge kiosk, where advisers can consult with shoppers, or guests in Target speak.
“I’m very excited about the future for beauty at Target,” said Christina Hennington, vice president of beauty and personal care at Target in a recent interview. “We are continuing to work on upgrading the in-store experience, continuing to introduce brands [customers] can’t find elsewhere…and upgrading our assortment with service not found in our value channel.”
Target’s premium skin-care assortment is viewed by the retailer as its most impactful beauty initiative this spring, said a Target spokesman.
This isn’t the retailer’s first attempt to crack into the specialty skin-care arena in an effort to duplicate the success it has had in the past with Sonia Kashuk cosmetics and fashion designers such as Isaac Mizrahi. In fact, Target once tested department store lines Kiehl’s, Origins and Clarins in select stores. The chain has also experimented with well-known European skin-care lines. Although a few of the European brands remain, the other programs were discontinued.
What sets the latest effort apart, explained Bradley Horowitz, president of Amore Pacific North America, is the well-thought-out display designed to facilitate a self-serve environment.
Laneige, in particular, is merchandised under three banners, namely hydration, antiaging and brightening. The brand’s lineup includes 22 stockkeeping units priced from $22 to $50.
The availability of quality products also favors Target’s push into premium skin care. “I’m all about products being accessible for the masses,” said New York-based dermatologist Doris Day, the spokeswoman for Laneige. She singled out two items in the line in particular, the BB Cushion SPF 50 and the Water Sleeping Mask. Both of those items are already on back order on target.com.
“In skin care, the needs of the consumer have been changing dramatically, and frankly, the mass-market assortment wasn’t keeping pace,” said Hennington. “We have enhanced what we are offering by providing a broader assortment.”
Horowitz said Target executives were familiar with Amore Pacific’s broad portfolio of products. In the U.S., the company’s Amore Pacific line is sold in Bergdorf Goodman and Nordstrom, and it has ambitions to broaden Western distribution.
Target is also beefing up its hair-care assortment with upscale brands.
Later this month, Carol’s Daughter will enter Target’s full U.S. distribution — 1,793 doors — with 21 sku’s. The retailer will offer an exclusive collection, Sacred Tiare — with hair products ranging from $10 to $14 — as well as hero Carol’s Daughter products such as Hair Milk.
“Target has figured out a new way to speak to women about beauty,” said Lisa Price, founder of Carol’s Daughter. “In the past two or three years, we’ve noticed an increasing desire for efficacious products at a reasonable price point. To me, Target embodies this creed in everything they do and with everything they offer.”
Also this month, PZ Cussons will launch its Fudge Urban and Charles Worthington London Salon Home lines at the discount chain.
Both will be housed in Target’s professional hair-care section. Fudge Urban is tailored toward younger consumers and includes products such as Surfer Wax and Coconut Rush Power Gel. Items are priced between $7.99 and $9.99.
The Charles Worthington collection, which had been sold in the U.S. in the past before the company exited the market, includes shampoos, conditioners and styling products. The line is currently sold exclusively in Boots in the U.K.
Items will range between $9.99 and $23.99 in Target stores when the collection launches next week. Sublines include Volume & Bounce, Strength & Repair, Moisture Seal, Shine Booster, Curl Definer, Straight & Smooth and Style Setter.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)