Target Hires In-Aisle Beauty Concierges

MINNEAPOLIS — Target is putting its best face forward with “beauty enthusiasts,” trained to give customized advice within the beauty aisles of 200 stores.

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Beauty advisors are familiar to Target, which as part of its Boots for Target concept, stationed consultants hired by the U.K.-based Boots drug chain in Target stores to push the Boots No7 beauty line. While advisors helped lift sales of Boots No7 products, shoppers with questions about other brands were left to their own devices.

“What was sorely missing was someone with knowledge of [beauty] products throughout the store,” said Victoria Gustafson, principal of strategic insights for IRI.

Enter Target’s new brand-agnostic beauty advisors.

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“In an often crowded and sometimes daunting marketplace, Target’s Beauty Concierge program ensures that guests receive the friendly, personalized counsel they need to purchase their favorite beauty products,” said Bryan Everett, Target’s senior vice president of Midwest stores.

Target is wise to adopt a consumer-centric approach. “It lets shoppers know they’re more than baskets waiting to pick up products. There is an emotional connection that women are looking for when they shop cosmetics,” said Gustafson.

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