“We couldn’t be happier about bringing these two trusted brands together to redefine retail beauty experiences,” says Brian Cornell, Target Chairman and CEO, in an item posted on the retailer’s news & features page today.
“This matchup,” he says, “brings Ulta Beauty’s coveted prestige beauty assortment, category expertise and guest loyalty together with Target’s high-growth beauty business and the ease and convenience of our industry-leading fulfillment services.”
Building a beauty specialty shop inside a cheap-chic department store
The in-store design for the Ulta Beauty at Target shops is still in the works. But today’s announcement is clear about some of the details.
The in-Target Ulta Beauty shops will feature brands not already sold at Target, prestige beauty, limited-edition products, capsule collections, and a reliable assortment of both hair care and skin care brands. The space will be staffed with Target team member trained to deliver Ulta’s “famous consultative services.”
And, on track with digital trends and contact-less pandemic precautions, the shops will also feature Ulta’s GLAMLab virtual product try-on tech.
Ulta Beauty will open in 100 Target stores across the US in the New Year
Ulta-Beauty at Target will be in 100 Target stores in 2021. The store-within-a-store will be located near Target’s exisiting beauty and personal care department. Target has long made smart decisions about beauty retail, bringing in indie brands, highlighting beauty entrepreneurs on in-store displays, and launching store brands that deliver on price and product to meet both consumer trends and customer expectations.
And the newly announced partnership with Ulta is just another in the company’s line of deals that bring branded retail experiences in-store. Target, for instance, currently has partnership deals with coffeehouse Starbucks, pharmacy chain CVS, and the media conglomerate Disney.