Minneapolis-based US mass retailer Target has expanded its Beauty Concierge program to 95 stores in New York and New Jersey, the San Francisco Bay area and Dallas-Fort Worth.
Participating stores are staffed with a Target “Beauty Concierge”, a highly-trained beauty enthusiast who is available to answer guests’ questions in-store. The role of the Beauty Concierge is to “serve as a trusted expert” and “provide guests with personalized, detailed and unbiased information about beauty and personal care products offered at Target “. This brand agnostic expert “acts as a knowledgeable source of advice”. Beauty Concierges are located in the beauty aisles at Target wearing a distinct black apron. No appointment is necessary.
“We’re thrilled with the early success of the Beauty Concierge program and its expansion to more markets across the country,” said Christina Hennington, Target’s vice president of beauty and personal care. “This uniquely Target program helps guests receive the friendly, personalized guidance they want while purchasing trusted national brands and must-have exclusives at affordable prices.”
The Beauty Concierge program was originally tested in the Chicago market in summer 2012. Earlier this year, the program launched in select stores in Los Angeles, Orange County, Washington, D.C., Northern Virginia, Baltimore and Minneapolis, and also expanded to additional stores in Chicago. The Beauty Concierge program is now available in nearly 300 stores across the country. Target runs a total of 1,919 stores (1,797 in the United States and 122 in Canada), in addition to its e-commerce website Target.com.
