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Target's Beauty Department Focuses on a Personal & Trial-Based Layout

 - Oct 2, 2018
References: intl.target & startribune
As megastore Target is extending itself into cosmetics, the retailer has selected a strategy that cleverly utilizes sample-size beauty offerings. After its success in a Minneapolis location, the company is planning to roll out its intuitive layout design in over 400 stores by the end of this year.

Instead of long aisles and overwhelming ranges of products, Target makes use of lower display tables, as well as specific fixtures that are dedicated to displaying bath bombs, facial masks, sponges and the like. The reimagined department really pushes consumer experience forward, however, through its sample-size beauty displays.

Target's new layout clearly differentiates between products for men and women. To make the shopping experience easier, the megastore has reportedly been asking brands "to make smaller, trial sizes for men [...] to encourage experimentation." In doing so and through the POS display of sample-size beauty products, Target is able to better reach the male audience.

Photo Credits: Elizabeth Flores