Jewellery (jewelry)

By Andrea Nagel Target is expanding its Design for All concept in the beauty aisle.

This August, the Minneapolis-based retailer, which has become best known for its chockablock designer arsenal ranging from furniture by Michael Graves to apparel by Liz Lange, is rolling out three masstige versions of up-and-coming makeup artist lines.

Makeup artists Jemma Kidd, Napoleon Perdis and Petra Strand have signed on to collaborate with the retailer to bring out more affordable and slightly different versions of their existing prestige lines for the Target beauty shopper. The initiative marks a watershed moment for the retailer’s beauty department: Testers will finally be present in the new presentation’s beauty space and will play a large part in introducing the new goods to shoppers.

“We understand that buying cosmetics is different than buying a top or sneakers,” said Joshua Thomas, a member of Target Corp.’s communications department. “When you buy [beauty] there is that emotional investment. We understand and appreciate that and the [new beauty displays] will reflect that.” He continued, “We want to see guests walk in the section of the store and interact with the beauty brands. It gives them a chance to touch, smell and feel the brands.” The new, 11-foot, in-store presentation will also have lit features and classic, bold beauty graphics, Thomas said, adding that each designer will have a bio by their respective product line explaining their philosophy and brand. To make room for the new items, Thomas said the chain took a hard look at its current beauty mix and “right-sized it” based on product performance. The new beauty move is a long-term plan, Thomas added.

Target has already mapped out a marketing and advertising plan, Thomas confirmed, which will include TV, print, online and in-store initiatives, but he would not comment on the retailer’s ad budget. Sources said the chain is planning to spend $15 million in the first six weeks of the products’ launch. The three beauty lines are scheduled to enter about 1,400 Target stores (all but 100 to 150) at the end of August.

Industry sources said they expect the new beauty set to generate between $45 million and $60 million in first-year sales.
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