Target Bets Big on Beauty

Target Bets Big on Beauty



Target is betting big on beauty these days.

Earlier this year, the retail giant expanded its beauty concierge pilot program to more than 200 stores. And now, they are positioning themselves for the long-haul with new acquisitions and brand extensions.

DermStore Target
Target acquired the DermStore Beauty Group which includes

Last Tuesday, Target announced that it was acquiring the DermStore Beauty Group. The move is an effort to shore up its beauty business while also grabbing a slice of the growing online beauty market.

Here’s how Casey Carl, Target’s president of Multichannel and SVP of Enterprise Strategy described the acquisition:

“There is no doubt that the online beauty industry is growing rapidly, and this unique opportunity enables Target to gain insight into the superior, online customer experience DermStore provides…”

“…Not only will DermStore’s 750-plus brands offer Target expanded breadth across the beauty and skincare industries, but also access to exceptional content and helpful resources we know consumers want.”

Sonia Kashuk is Target’s franchise beauty player.

Sonia Kashuk, Target’s franchise beauty player, is also getting a major upgrade with the introduction of 24 new bath and body products. This range expansion also includes four fragrances that were created in collaboration by Sonia and perfumer, Jérôme Epinette of Robertet.

Dubble Trubble, a range of organic hair and body products for kids and Nourish Organic, an organic bath and body line will also launch new products exclusively at Target this Fall.

Target is clearly not playing any games this year.