This past month, Ulta Beauty at Target launched in more than 100 Target stores and on Target’s website. Both companies plan to expand this partnership in a total of 800 Target locations over the next few years.
This collaboration will revolutionize the retail industry on consumer convenience, premium brand and expertise availability. The approximately 1,000-square-foot “shop-in-shop” design will be near the Target beauty section. The space will feature specialized displays, discovery zones and trending products. The store will also have Ulta Beauty-trained employees ready to lend their expertise to customers.
Some of the more than 50 brands now sold at these selective stores include Anastasia Beverly Hills, Ariana Grande, bareMinerals, Benefit Cosmetics, Clinique, Drybar, MAC Cosmetics, Morphe, Tarte, Urban Decay and many more.
Target’s executive vice president and chief growth officer, Christina Hennington, said that Ulta Beauty at Target is unique to the industry and will give guests the opportunity to discover new and exciting beauty brands.
“This unique partnership is another way we continue to elevate the guest experience across our multi-category business to drive traffic and preference as we meet guests’ needs in innovative ways,” Hennington said in a press release.
In addition, this partnership is especially exciting to consumers because they will be able to benefit from both stores’ perks such as two reward programs (Target Circle and Ultamate Rewards), online pickup, Target’s drive-up and same-day delivery. Not to mention, Target is now a one-stop shop for everything from groceries to name-brand cosmetics.
Many brands are now seeking “shop-in-shop” experiences for their consumers. Just weeks after Target initially announced their deal with Ulta, Sephora announced their partnership with Kohl’s department store. This is after Sephora and J.C. Penney agreed to separate from their original deal.
The difference between these collaborations and pop-up stores is that these are long-term partnerships that will ultimately change the faces of these companies and how their consumers shop for years to come.
“As the retail and beauty industries continue to evolve, we take pride in being leaders that continually redefine and elevate guest experiences. Ulta Beauty at Target reflects our commitment to drive the industry forward and keep our guests meaningfully engaged,” Kecia Steelman, Ulta Beauty’s chief operating officer, said in a statement.
“Our dynamic teams have worked together to create a disruptive, exciting way to discover prestige beauty with a thoughtfully curated assortment and knowledgeable, approachable experts to serve as beauty gurus.”