Target Seeks to Break the Mass-Market Beauty Mold

Last week Target opened one of its smaller, flexible-format stores in Manhattan’s Herald Square with a big emphasis on beauty. There’s an enormous commitment to NYX Professional Makeup, a Harry’s lounge complete with shaving items positioned in the men’s apparel department and an endcap linking Shea Moisture’s roots to New York City. Target isn’t shying away from a beauty challenge — one of the largest Sephora doors in North America is right next door. And next month Ulta Beauty opens its first Manhattan site. Last month, CVS unveiled a store in Times Square with its elevated beauty format including 500 K-beauty items. Target is located next door to Sephora.  Target’s Herald Square store, however, is just a tease of the efforts the retailer is plugging into its beauty experience across the country. By the end of October, 75 stores in the U.S. will sport an overhauled look with lower-profile fixtures, enhanced lighting and an open concept designed to inspire shoppers to explore the beauty assortment. Banishing the bland atmosphere endemic to mass market beauty retailing characterized by rows and rows of pegged cosmetics, Target has created a department that invites product discovery. And it is backing up the decor with enlarged products assortments such

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