Target is upping its beauty game with a focus on personalized experiences through a series of digitally-enabled features both in-store and at the customer’s home.
The so-called Target Beauty Studio is a partnership between the US retailer and Perfect Corp.’s YouCam Makeup software, which allows users to virtually try on hundreds of makeup items using augmented reality on Target.com (desktop and mobile).
Meanwhile, the experience is also being trialled at 10 select stores across the country, with further roll out plans later this year. The feature is reminiscent of what many beauty brands such as Sephora and Bourjois have been doing in the try-on space in a bid to offer shopper more tools for discoverability and decision-making both on and offline.
“When it comes to shopping beauty, our guests love to explore,” said Christina Hennington, senior vice president of beauty and essentials at Target. “With the introduction of these new initiatives, which blend physical and digital to create an enhanced experience, we’re giving Target’s guests even more convenient options to find the perfect beauty items for their unique needs.”
Tapping into its younger consumer’s peer-to-peer messaging behaviour, Target is also introducing a text-to-get beauty advice service that will enable consumers to chat to Beauty Concierge representatives both on Target.com and via SMS. On the website users can click a ‘chat’ icon to type their questions and receive answers in real time, while on mobile users can text “BeautyChat” to a dedicated number to receive a response.