Target is trying a strategy that's rare among discount retailers--giving customers advice about how to be beautiful.
The retailer's Beauty Concierge program, which is already up and running in Chicago and Los Angeles, will debut at 36 Twin Cities-area stores in July.
Participating stores will be staffed by a brand-agnostic beauty enthusiast who will provide personalized information about make-up and other personal care products. These are employees who are not paid on commission. They will wear a distinct black apron and carry iPads which they can use to look up additional information on products.
"Target's guests have really told us that they need help. They want that one-on-one personalized connection and that help in what is oftentimes an intimidating department. So, we're really looking to step up that individualized service," said Target spokeswoman Erika Winkels.
"This in-store Beauty Concierge can really help our guests navigate that beauty department, whether it's finding a new summer skin care regimen or recommending colors, a foundation or a hair color."
The program is also expanding to the Baltimore, Washington D.C. and northern Virginia area next month. In total, 200 Target stores this summer will have beauty consultants.
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