You will soon be able to purchase Clinique and MAC makeup at select Target stores

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That’s because the chain is opening Ulta Beauty mini-stores in August at more than 100 Target stores nationwide and online, which will bring more than 50 skin care and cosmetics brands for the first time. of prestige such as Clinique, MAC Cosmetics and Smashbox in its stores.

Target (TGT) announced last November its partnership with Ulta on stores. He announced on Wednesday that he plans to roll out the 1,000-square-foot Ulta Beauty store to one store in 800 locations in the coming years.
Now is the right time for Target to expand its beauty product offering as makeup is making a comeback as more people get vaccinated and the pace of social interactions accelerates.

Target has grown its beauty business over the past few years by adding new affordable brands to its shelves.

“However, Target is still not seen by many consumers as a specialist beauty player and as such has missed growth in the more premium end of the market,” said Neil Saunders, analyst at retail and Managing Director of GlobalData Retail. . “The partnership with Ulta should help Target elevate its beauty proposition to capture a larger share of the buyers’ portfolio.”

The deal should help Ulta (ULTA), which sells a mix of drugstore beauty products and high-priced brands not normally found in big box stores, is reaching a mix of young Gen Z consumers, many of whom are budget shoppers and others who are willing to pay more for products with ingredients that they perceive to be of better quality.

The partnership also comes with some risks, especially if the new concept doesn’t resonate with Target’s bargain buyers.

“It can be difficult to get consumers to switch to high-end beauty, especially when they’re already spending a lot on their trips to Target,” Saunders said.

Target said Ulta mini-stores will be staffed with Target employees trained in premium cosmetics and skin care brands by Ulta.

Ulta rival Sephora is also doing something similar thanks to a collaboration with Kohl’s. (KSS) It’s set to open hundreds of Sephora mini-stores inside Kohl’s, starting this fall, as it seeks to attract more shoppers as well.

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