Target will introduce its Beauty Concierge program to 36 Minneapolis area stores on July 19. In addition, the program will launch in 96 stores in Los Angeles/Orange County and 27 stores in the Washington, D.C. area, as well as expand to 41 stores in Chicago, where the program was first tested last summer. These rollouts began in May and will continue through July, with approximately 200 stores implementing the program in 2013.

Participating stores will be staffed with a Target Beauty Concierge, a highly-trained, brand agnostic beauty enthusiast who will answer customers’ beauty questions in-store. The Beauty Concierge aims to provide guests with personalized, detailed and unbiased information about beauty and personal care products offered at Target and acts as a knowledgeable source of advice in what can sometimes be an intimidating department. Beauty Concierges will be located in the beauty aisle at Target wearing a distinct black apron. No appointment is necessary.

“Target is excited to offer this unique, special service to our Minneapolis area guests who are passionate about beauty,” said Bryan Everett, Target’s senior vice president of stores in the Midwest region, in a company press release. “In an often crowded and sometimes daunting marketplace, Target’s Beauty Concierge program ensures that guests receive the friendly, personalized counsel they need to purchase their favorite beauty products at affordable prices.”