Jose Barra, senior vice president, merchandising, of health care and beauty at Target has left the company. His new position has not been disclosed.

Barra was known for frequently using the operational verb “Elevate” to dispel outdated perceptions of the big-box beauty retailer. He has noted in the past that the lines between mass and prestige are blurring.

Under his tenure he led the launch of Destination Beauty in 2008, which featured crossover makeup brands such as NP Set from Napoleon Perdis and Pixi.

Under chief executive officer Brian Cornell, who landed in his position last August, Target has been eliminating several thousand corporate jobs, revamping grocery operations and investing in technology and supply chain.

Target’s chief merchandising and supply chain officer Kathee Tesija moved to an advisory role in June. Cornell said that mutual discussions led to a decision that was “the right time for her to transition to an advisory role. In this role, she will spend the next several months contributing to key enterprise initiatives and ensuring a smooth transition of her responsibilities.”

Sources said the discussions grew out of Target’s Financial Community Meeting in March, where Cornell discussed his goal of transforming Target’s business from top to bottom. “Since Brian Cornell took over, he has attempted to reposition Target to recapture its cheap-chic/’Tar-jay’ image,” said Joseph Feldman, a retail analyst at Telsey Advisory Group in a research note. “The company is transitioning its merchandise assortment to a focus on signature categories such as style, kids, baby and wellness. It makes sense to us that a fresh perspective from the head merchant is warranted.”

Reuters reported that Target said there would be no replacement for Barra.

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