Beauty Store Business magazine - January, 2020

Target’s Beauty Concierge Program Expands to Additional U.S. Markets

Target’s Beauty Concierge Program Expands to Additional U.S. Markets

Target has expanded its ever-growing Beauty Concierge program to 95 stores in New York, New Jersey, the San Francisco Bay Area and the Dallas-Fort Worth market. "We’re thrilled with the early success of the Beauty Concierge program and its expansion to more markets across the country,” says Christina Hennington, Target’s vice president of beauty and personal care.

The program is now available in nearly 300—or about 17%—of Target's 1,797 brick-and-mortar stores across the United States. (Target also has 122 brick-and-mortar stores in Canada.)

“This uniquely Target program helps guests receive the friendly, personalized guidance they want while purchasing trusted national brands and must-have exclusives at affordable prices,” adds Hennington.

The Target Beauty Concierge program consists of a trained beauty enthusiast who is available to answer questions in-store. The Beauty Concierge serves to provide customers with personalized, detailed and unbiased information about beauty and personal-care products offered at Target. Beauty Concierges wear a distinct black apron and can be found in the beauty aisles at participating Target stores with no appointment necessary.

The program was originally tested in the Chicago market in summer 2012. Earlier this year, it launched in select stores in Los Angeles, Orange County (Southern California), Washington, D.C., Northern Virginia, Baltimore and Minneapolis, and also expanded to additional stores in the Chicago area.

Target customers can find a variety of beauty products in its aisles, such as cosmetics, hair care and skin care from exclusive brands—such as Sonia Kashuk and Petra Strand—to natural brands such as Burt’s Bees, and other beauty lines.

[Image courtesy of Target]