While the beauty business has fared better than other sectors like fashion, accessories and travel, the way consumers shop for beauty products has drastically changed. The pandemic has made essential retailers like Amazon, Walmart and Target go-tos for items beyond essentials, and conveniences in the form of buy-online, pick-up in-store and same-day delivery have become tablestakes.
Target’s beauty business has benefitted because as shoppers have ventured out for groceries, many are adding a side of lipstick or moisturizer. The once-siloed luxury beauty experience has changed, and so has the traditional beauty consumer.
“The Target beauty guest is anyone that walks into our store, clicks through to Target.com or downloads the Target app looking to shop a wide array of affordable, value-driven products they know and love,” said Cassandra Jones, vp and gm of beauty and cosmetics at Target.
Target has been fine-tuning its beauty strategy for nearly five years by introducing emerging brands and its own clean ingredient standard. But its partnership with Ulta, launching later this year, changes the game for beauty retailers and brands alike. Ahead, Jones discusses Target’s growing beauty proposition