Target is giving its newly-redesigned beauty aisles a present: Premium Skincare, a four-to-eight foot set featuring seven premium skin care brands merchandised in two sections—Dermatological Skincare and Specialty Skincare—aimed to appeal to Tarjay’s savvy shopper.
“Target believes the some of the guests that shop their stores are looking for more premium skin care, and they are losing her to department stores. [Their customers] are not thinking of them as a place for these items. But they are establishing that now with a specialty skin care section with higher prices,” said Bradley Horowitz, Amore Pacific’s U.S. President and Chief Executive Officer. Laneige, part of the new Premium Skincare set, is a $500 million brand made by Amore Pacific sold in Asia.
Target’s newly-redesigned beauty aisles – the largest physical update to the skin care and cosmetics categories since 2001— will showcase Premium Skincare’s 80+ products ranging in price from $8 to $55.
About 750 stores are receiving Premium Skincare this month.
Describing the new in-store beauty aisles, Christina Hennington, Vice President, Merchandise Manager, Beauty and Personal Care, at Target said, “The updated in-store environment provides an elevated, eye-catching experience, designed to keep the beauty department modern and fresh, and encourage guests to explore and try new products. Some updates include brighter, more inviting LED lighting; large, back-light signage highlighting product attributes and ingredients to help inform decisions; shelving that allows for brand customization and cleaner presentation and a beauty concierge kiosk with lockable drawers and cubbies.”
Within Premium Skincare’s Dermatological Skincare set are the brands MD Complete, La Roche-Posay and Vichy. MD Complete, which will be exclusive to Target, was created by Dr. Brian Zelickson, a Mayo Clinic graduate, dermatologist and director of the respected Zel Skin & Laser Specialists center in Minneapolis, MN. The line includes a wrinkle reducer, eye cream, cleanser, peel, sunscreen and dark spot remover. Prices range from $16.99 to $39.99. La Roche-Posay, a well-established French skin care brand, will offer sun care, moisturizers and products that specifically target breakouts and aging skin. Prices range from $12.99 to $54.99. Vichy Laboratories, which is designed to combine research and dermatological ingredients will offer night creams, serums and body products that work to reduce cellulite, smoothes and tones skin. Prices range from $18 to $55.
Within the Specialty Skincare section, the brands offered include 29 by Lydia Mondavi, Borghese Age Defying Cellulare Complex, Laneige and Own Skin Health. 29 by Lydia Mondavi, exclusive to Target, uses a Grape Seed Age Protecting formula with potent anti-aging power, and offers items that are paraben-free and contains no harsh sulfates, synthetic colors or fragrances. Key items in the collection include a cleanser, toner, face and lip scrubs and a moisturizer. Prices range from $10 to $35. Borghese, the classic Italian beauty and advanced science brand, offers a collection formulated with The Age Defying Cellulare Complex. Key items include a cleanser, toner, exfoliator, serums, moisturizers and more. Exclusive to Target, prices range from $13 to $24. Laneige, a leading global skincare brand from Amore Pacific, uses Advanced Water Science technology in its anti-aging formulas. Exclusive to Target in the U.S., the 22-piece collection includes key items like masks, BB creams, cleaners, toners and moisturizers. Prices range from $22 to $55. And, San Francisco-based Own Skin Health, which is free of harsh chemicals and toxins, offers a firming serum, brightening cleanser, day creams with SPF and more. Prices range from $8 to $28.
The brand kicking off the Premium Skincare set “will remain part of our assortment for the foreseeable future, and we don’t have any changes planned at this time,” Christina added.
Target is in the midst of a multi-pronged strategy to introduce the Premium Skincare brands to customers, including print, digital, social media and in-store activations, as well as leveraging its beauty concierge program to offer education and product recommendations. The concierges, Christina said, “have undergone extensive training on these brands and will be able to recommend products based on the unique needs of individuals.”
Premium Skincare is featured on Target.com with a link from the main beauty page leading to a landing page, which can link readers to individual brand pages with product and ingredient information to help in purchasing decisions.