Target's Shoppers 'Try' Makeup Before They Buy

Target's Shoppers 'Try' Makeup Before They Buy
Target continues to ramp up its cosmetic department offerings to compete with specialty retailers.


Target is adding an augmented reality tool to help customers “try out” makeup before they buy.


The retailer is also adding a virtual concierge service to its in-store team of beauty experts as it continues to ramp up it cosmetics department to compete with specialty stores like Ulta and Sephora.


The augmented reality feature, which will be launched in 10 stores and on Target’s desktop and mobile sites, lets users see what a particular product would look like either on a live feed, a photo of themselves that they’ve uploaded or on a model they’ve chosen. 


The technology was developed by Perfect Corp.’s YouCam Makeup and uses digital facial mapping techniques, per Glossy.


The new virtual concierge service provides advice and product recommendations via text message or a chat tool on the website.


Target (NYSE:TGT) also recently announced that beauty-oriented tech solutions will be the focus this year for the Target Takeoff incubator program, per Glossy. The program, based at Target's Minneapolis headquarters, will nurture 10 startups that will pitch their beauty tech ideas to Target executives and receive real-time feedback with hopes that their concepts will eventually be adopted by the retailer.


In February, Target announced plans to roll out a redesigned beauty section in more than 300 stores and to hire more “beauty concierge” experts to guide shoppers and host beauty demonstrations. 


The revamped areas feature small shops with new lighting and digital product information boards and products organized by brand and category. 


Target was recently named the most popular department store in a YouGov survey, with 69 percent of American consumers polled saying they had a positive opinion of the brand, Chain Store Age reported. 


Rounding out the top five were Dollar Tree, 66 percent, Kohl’s, 64 percent, Walmart, 63 percent, and Costco, 61 percent.


Target is popular both among those who say they have expensive tastes (first place) and those who look for the lowest prices when they shop (second only to Dollar Tree).

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