Esteemed beauty brand Ulta announced its partnership with Target Tuesday to open beauty and skincare shops in Target branches nationwide.
According to Target chairman and CEO Brian Cornell, customers will be seeing smaller Ulta kiosks in at least 100 Target stores across the country beginning July 2021. Ulta products will also be available on Target’s website.
The renowned retailer also announced that the beauty and skincare shops would approximately be 1,000 square feet, offering not less than 40 makeup brands and an assortment of products ranging from skincare items to fragrances. Target will also make its same-day services available, like curbside pickup and home delivery, to send its customers’ products.
“The durable strategy we have built has made Target a top retail destination. The ease and convenience of our stores and fulfillment services provide broad reach and relevance for the curated brands our guests love. In partnership with Ulta Beauty, a company that shares our deep guest focus, we are able to expand our growing beauty business with new, exciting brands, an immersive experience, and loyalty benefits to transform how our guests shop for all their beauty needs.”Target chairman and CEO Brian Cornell
Aside from the initial shops opening in 100 Target stores across the U.S., Ulta Beauty is planning to expand over time. Ulta Beauty will also be training freshly-hired Target team members who will work as beauty consultants on prestige beauty items.
Moreover, Ulta also plans to bring the GLAMLab, a virtual try-on mechanism that will give customers a safe trial experience, through the so-called shop-in-shop.
Following this partnership announcement, Ulta shares soared at least 7.2% in New York, while Target rose not less than 2.2%.
The Ulta-Partnership is not at all new to consumers. In 2009, J.C. Penney and Sephora teamed up to bring makeup and skincare brands to department stores in the country.
However, although not the first, Target expects to see massive growth in its market, and its revenue from beauty items also grew by at least 20% in the 2nd quarter. The partnership also secures both companies with a broader audience, with at least 100 million loyalty program members combined.
“It will be showstopping. Target guests will not miss it. They will see that something new is happening, and I think they’ll want to jump in and participate. More than ever before now is the time for innovation in retail.”Ulta Beauty CDEO Mary Dillon