Target & Ulta Ready Joint Shop-in-Shops

Lisa Johnston
Editor-in-Chief, CGT
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a truck on display in a store
A rendering of the Ulta Beauty shop-in-shop coming to Target stores

Target and Ulta Beauty shared more details about the shop-in-shop experiences coming to Target stores.

Initially announced last fall, the in-store experiences will be found in 100 Target stores in 20 states and Washington D.C. in August, with the first stores located in Arizona, California, Colorado, Washington DC, Delaware, Florida, Georgia, Illinois, Indiana, Kansas, Massachusetts, Maryland, Minnesota, Missouri, North Carolina, New Jersey, New York, Pennsylvania, Texas, Virginia and Wisconsin.

The retailers intend to bring the experience to 800 Target stores in the coming years. 

More than 50 curated prestige brands will be featured in the stores, while an online experience will be offered on Target’s website and through its mobile app. Consumers will be able to rack up rewards from both Target and Ulta Beauty loyalty programs, and Target noted that the programs combine to include more than 100 million users.

[Related: Evolution of How Consumers Shop]

The shop-in-shops will be situated near Target’s beauty sections, with Ulta Beauty-trained associates on hand to assist consumers. They will also feature specialized displays, product discovery zones and seasonal offerings.

The following brands will be featured: Anastasia Beverly Hills, Ariana Grande, bareMinerals, Bumble and bumble, Clinique, Drybar, IT Cosmetics, Jack Black, Juvia's Place, MAC Cosmetics, Madison Reed, Morphe, PATTERN, Philosophy, Smashbox, St. Tropez, Sunday Riley, Tarte, The Ordinary, Too Faced, TULA Skincare, Ulta Beauty Collection and Urban Decay, among others.

Kecia Steelman, Ulta Beauty COO, said the partnership with Target indicates the retailers’ commitment to meaningfully engage consumers as both the retail and beauty industries evolve.  

"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," she noted.

Christina Hennington, Target EVP and chief growth officer, added that the partnership and its joint omnichannel expertise will raise the bar for the beauty shopping experience. "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.”  

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