Target and Ulta Beauty announced today that Ulta be opening makeup and skincare mini stores inside Target locations across the country within the second half of new year. That means a smaller little Ulta store will be located inside your local Target (also, Ulta will have a special place on Target’s website to shop make and beauty).
Ulta will begin training Target employees as beauty consultants as well! The Ulta stores inside Target will be about 1,000 square feet and carry around 40 different beauty brands as well as a roatation f different hair care and fragrances. The concept is the same one we’ve seen from Sephora within JCPenny. They’ll also be a new concept at Ulta Target locations called GlamLab that allows customers to safely try on makeup digitally versus swatching or trying items on in store.
This will be a win for both companies as both Target and Ulta have a larger consumer base. Much to my suprise I leanred today that Ulta had store closures this year and a drop in sales so this stands to be a bigger gain for Ulta than Target.
As we know makeup has been hit the hardest during the pandemic with skincare and other bath and body items growing in popularity as more and more people work from home or are just home more often due to COVID.
The concept of Target and Ulta being at one location is an interesting one but will it be an issue for beauty sales at Target? Target already has a rather large beauty section and carries a variety of drugstore and mid-range brands such as Pixi. Will bringing in Ulta effect the sale on these items?
I’m curious to see how this unfolds! But knowing Target we can expect great things from this collaboration I’m sure!