NEWEST TARGET SETS SIGHTS ON YOUTH
Byline: Faye Brookman
UNION, N.J. — With the opening of its newest unit in New Jersey, Target Stores is clearly aiming for young shoppers in its beauty areas.
Although Target has always had some products for younger customers, the typical beauty assortment was aimed at suburban moms. Not in this store, however.
The merchandise selection at the store in Union, one of Target’s Greatland format branches, features a host of cosmetics designed to appeal to preteen, teen and Generation X shoppers in their late teens and 20s, such as a huge Jane cosmetics display, a Revlon Street Wear end-of-aisle installation and even a children’s beauty department.
The Greatland stores are the largest in the chain, including expanded food selections, restaurants and larger assortments of traditional discount store merchandise.
The store, which had its grand opening festivities last weekend, joins another unit in Voorhees, N.J., as the Minneapolis-based discounter’s second and third units in the state. The first opened in Edison in February, and the company plans to open at least 23 more stores in the Garden State.
Manufacturing executives estimate the new store could produce sales of at least $50 million, slightly higher than a comparable Target Greatland store. Beauty is expected to produce about 3 percent of total sales.
Target, always experimenting with its placement of beauty within a store, has opted for moving the department deeper into the new unit. When Target opened a store earlier this year in Edison, cosmetics was placed at the right entrance of the store, making beauty the first sight shoppers encountered.
Target has tinkered with the locale for beauty over the years, first trying locations near jewelry in the center of the store and then moving toward the entrance.
With the latest layout, shoppers first see health and beauty care, then pharmacy, then beauty.
With beauty in proximity to HBA, Target has been better able to take advantage of the synergies between health and beauty care items such as skin care and cosmetics.
Skin and bath, in fact, are meant to serve as a transition between the two areas.
The bath assortment includes Sarah Michaels, Tranquility Bay and Fruit-a -Peel from Burlington Toiletries. Industry observers added that the initial exposure to health and beauty aids at low prices also should help draw young shoppers into cosmetics.
Lines pitched at teens and customers in their 20s receive the most prominent display at Target.
For example, the first end-aisle display is entirely devoted to Revlon’s Street Wear which, after opening weekend, had very little product left. The other prime end display is turned over to Cover Girl’s new Spice It Up campaign.
Target also sports the largest fixture available for Estee Lauder’s newly acquired Jane Cosmetics line. The display houses an area for trial size as well as literature about Jane and makeup tips.
For even younger shoppers, Target has carved out an area at the rear of the department for a line from Burlington Industries called Jungle Fun. Next to that is a full presentation of Bonne Bell, as well as four feet of Wet ‘n’ Wild. The juxtaposition of those three lines can take a consumer from tot to teen, respectively.
Other products Target stocks to appeal to youthful shoppers include the Nail Fetish line and its house label bath and body brand My Generation.
Further emphasis on the push to lure young customers is that the new Target store will host a Seventeen magazine fashion show on Sunday with wardrobe and makeup consultation.
The other message the new store conveys is having new products first. Target has jumped onto new items such as Coty’s Healing Garden, which is displayed on an end-aisle merchandiser, and two of Coty’s other new scents, Gossip and Avatar.
The Union Target also has new headers that designate where each brand is merchandised. The selection includes Revlon, Cover Girl, Max Factor, L’Oreal, Maybelline, Bonne Bell and Wet ‘n’ Wild.
Unlike drugstores, which are trying to differentiate themselves by carrying niche lines, Target does not stock any specialty brands other than Jane. Target is also, for the most part, eschewing manufacturers’ fixtures in favor of integrating all products into its own shelving. Target will, however, use manufacturers’ selling tools, such as Cover Girl’s Color Match system, which helps shoppers select colors based on skin tones.
The crisp, clean look of the beauty department was a hit with at least one shopper.
“This cosmetics department doesn’t look as cluttered as a drugstore,” said Ann Silla, a Union resident. “But it also doesn’t have some of the fun nail colors I find at Harmon,” she added, referring to a nearby drugstore.
In response to stagnant fragrance sales, Target has reduced its supply. There is a small mass fragrance area in the beauty department and a separate prestige grouping in jewelry with just a handful of the best-moving items, such as Ralph Lauren’s Polo, Elizabeth Arden’s Sunflowers and Christian Dior’s Dune.
The other major beauty department is an ample nail care area with selections from Orly, NutraNail, Kiss, Pro10, Sally Hansen and Fing’rs.
Target, which is known for its efforts to put money back into the community, put up signs citing its numerous community programs, including a 5 percent donation of pretax profits, as well as a donation to St. Jude’s hospital for pharmacy purchases.
Color Me Beautiful, the Chantilly, Va.-based marketer of cosmetics grouped by women’s complexions and “seasons,” is growing through a two-pronged market approach. In stores such as Sears, Roebuck and J.C. Penney, the company has set up a program of “resident trainers” who are in charge of motivating beauty consultants to take a proactive selling strategy.
Rather than being just makeup artists, these associates roam the aisles trying to entice women to the Color Me Beautiful counter. There are now about 150 resident trainers serving Color Me Beautiful’s 1,000 doors.
“Women aren’t always thinking of beauty when they are in Sears or Penney’s. We can train people to bring customers over for a short demonstration. If we can get them there, they buy,” said Steve DiAntonio, chairman and chief executive officer of Color Me Beautiful.
“If you don’t carry nationally advertised brands, you have to do something else to attract shoppers,” he explained.
Since implementing the sales approach, David Meehan, Color Me Beautiful’s retail division president, reports sales increases averaging 80 percent in Sears.
Meehan said sales are being built not only in color, but with treatment products as well. The firm just introduced a new Illusion Foundation and vitamin C treatment.
The other strategy Color Me Beautiful is using is direct marketing.
“The home-based business market was quoted in USA Today as being 48 million households. We have found more consumers are willing to buy this way and corporate downsizing has more people who want to sell this way,” said DiAntonio.
A separate line, called Color Me Beautiful Exclusive, was created for direct marketing. There are 550 consultants selling the line through one-on-one arrangements or in small group demonstrations.
DiAntonio estimates the company’s direct marketing venture will achieve first-year sales of $1 million. He hopes that will expand to $18 million to $25 million by 2002.