Target seems to have a hit a bull’s eye with its commitment to South Korean beauty.
In January, Target added to its existing K-beauty selection with 13 items handpicked by Peach & Lily’s Alicia Yoon.
Now the company, which has earmarked beauty for big growth, will roll out an exclusive collection called Glow Studio on Sept. 10 to 1,500 doors. Glow Studio is from the team behind K-Beauty retailer, Glow Recipe. Founders Sarah Lee and Christine Chang called Glow Studio an experiential arm that’s been part of Glow Recipe’s strategy since its inception. The mission, the duo said, has always been to bring high-quality, natural K-beauty products to consumers in a “fun, accessible, and most importantly, offline experience.”
The customer is ready for the items. “K-Beauty is one of the fastest-growing categories in premium skin care at Target, and this fall, we’re continuing to add newness to our assortment with the launch of Glow Studio for Target, a collection developed alongside the seasoned K-Beauty experts from the e-commerce site Glow Recipe,” stated Mark Tritton, executive vice president and chief merchandising officer at Target. He added the exclusive collection from Glow offers K-beauty at affordable prices. “It’s also another great example of how we’re partnering with digital brands who are experts in their field to curate a selection of compelling products conveniently for our guests at Target.”
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Glow Studio by Target is the very first long-term partnership between Target and a K-Beauty brand. Additionally, this was the very first time Glow Studio created namesake products with a retail partner. Highlighting the Glow Studio for Target collection will be exclusive four-step routine kits — a first in the marketplace — that simplify the typical 10-step K-Beauty regimen into a more user-friendly experience. “We wanted to simplify the typical 10-step K-Beauty regimen into a more user-friendly experience. Each K-Beauty trial kit is equipped with the absolute essentials of a well-rounded skincare routine. We set the kits up this way to make sure anyone who’s picking one up — regardless of their familiarity with K-Beauty — will instantly have all the bases covered. Then from there it will be up to them what they add, or don’t add! We like to call these kits ‘the building blocks’ of the K-Beauty ritual. Everyone will use these kits and feel like they’re more in control of meeting their personal skin care needs,” Chang and Lee explained.
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The Glow Recipe duo is fresh off success in their own pop-up stores as well as an installation in Saks Fifth Avenue’s The Wellery. In fact, according to Chang and Lee, discussions to partner with Target kicked off when the retail team visited the SoHo shop earlier this year.
For Target, this is the latest partnership with digital-first brands such as Harry’s, to bring its shoppers access to these up and coming brands during Target shopping trips. “We like to call these kits “the building blocks” of the K-beauty ritual,” Lee said.
Target continues to burnish its image in beauty with stepped up presentations in stores, more exclusives, beefed up service via its Beauty Concierge program and shop within shop areas highlighting hot items such as masks.