Over the years, Target has developed one of the most awe-inspiring beauty sections of any big-box retailer. In addition to aisle upon aisle of drugstore favorites, the store has become a convenient way to discover up-and-coming brands, not to mention products clearly and conveniently marked as clean and Black-owned to help people find exactly what they want. And now, in a totally unexpected twist that will blow any beauty lover’s mind, it’s about to get even better.
On Tuesday, November 10, Target and Ulta Beauty announced plans for a shop-in-shop experience: Ulta Beauty at Target. “The partnership brings Ulta Beauty’s best-in-class beauty authority to millions of guests who love the ease and convenience of Target’s one-stop shopping experience,” reads a joint statement, which also indicates that the collaboration will launch both online and in 100 Target locations in 2021.
You can expect the Ulta sections within Target — taking up approximately 1,000 square feet alongside the existing Target beauty department — to carry a wide variety of brands, including familiar faves and prestige products never before available at Target. Furthermore, you’ll find immersive digital discovery tools like GlamLab, a virtual try-on tool.
The online and app Ulta Beauty at Target experience will begin in the second half of 2021, and combines so many of the perks shoppers already enjoy from the retailers: qualifying orders get free shipping, with options for drive-up order pickup, in-store order pickup, and Shipt same-day delivery from certain Target locations. According to the statement, there will be plenty of opportunities both online and in-store for members of the respective loyalty programs, Target Circle and Ultimate Rewards, to earn benefits.
“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,” said Target chairman and CEO Brian Cornell.
Ulta’s CEO, Mary Dillon, echoed the enthusiasm. “This partnership is an amazing way to further reimagine guest experiences with a partner who shares our company values,” she said in the statement. “We are thrilled to bring our beauty expertise, unparalleled assortment and digital innovation to life in a new channel to delight and deepen loyalty with our existing guests and introduce Ulta Beauty to new guests.”
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