Ulta opens mini-shops at Target stores

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The deal should help Ulta (ULTA), which sells a mixture of beauty in pharmacies and expensive brands not normally found in big box stores reach younger, more budget-conscious consumers. For Target, he’s expanding the retailer’s growing beauty business with new brands he didn’t wear before.
The 1,000-square-foot mini-shops are slated to open in 2021 and initially launch in 100 Target (TGT) sites and on Target.com, then up to several hundred Target stores.

“The benefit for Ulta is increased exposure. Ulta has an incredibly successful track record and, prior to the pandemic, was showing consistent strong growth,” said Neil Saunders, Retail Industry Analyst and Managing Director of GlobalData .

“However, Ulta has lower penetration among younger shoppers – especially compared to Sephora – and among those who only buy beauty occasionally. Target is able to deliver both of these audiences to Ulta,” a- he declared.

Stores will offer Ulta’s virtual makeup trial called GLAMlab, which offers access to over 4,000 items. They will be comprised of Target employees trained in Ultra’s premium cosmetics and skincare brands.

Ulta’s rival, Sephora, already has its mini-shops inside JC Penney stores. Sephora first introduced its mini-store inside the Penney sites in 2006.

The partnership comes at a time when makeup sales have been hit by the pandemic as people are no longer staying at home.

To that end, the collaboration between Target and Ulta could help increase the visibility of an insane category for consumers.

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