Target Corp. has added beauty concierges in 96 stores in the Los Angeles and Orange County area and at 14 more stores in the Chicago area.

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Target brings beauty concierge to more stores

May 24th, 2013

MINNEAPOLIS – Target Corp. has added beauty concierges in 96 stores in the Los Angeles and Orange County area and at 14 more stores in the Chicago area.

Dubbed the Target Beauty Concierge, the program launched on Friday in the L.A. and Orange County stores and at the additional Chicago locations.

The discount store chain said it also plans to introduce beauty concierges at 27 stores in the Washington, D.C., northern Virginia and Baltimore area on June 28 and at 36 stores in Minneapolis on July 19.

Overall, plans call for about 200 stores to have the program this year.

According to the company, the concierge is "a highly trained, brand-agnostic beauty enthusiast" who is on hand to answer customer questions while they're in the store.

Target noted that the beauty concierge is intended to serve as a "trusted expert," providing shoppers with "personalized, detailed and unbiased" information about beauty and personal care products offered at the store and acting as a "knowledgeable source of advice."

The beauty concierges wear black aprons and are situated in the beauty aisle at the participating Target stores. Appointments aren't necessary.

"Target is excited to offer this unique, special service to our Los Angeles and Orange County area guests — guests whom we know are passionate about beauty," Cary Strouse, senior vice president of stores in the western region for Target, said in a statement. "In an often crowded and sometimes daunting marketplace, Target's Beauty Concierge program ensures that guests receive the friendly, personalized assistance and counsel they need, while purchasing their favorite beauty products at affordable prices."

The Target Beauty Concierge originally launched in 28 stores in the Chicago area last July.

"Target is excited to grow this service for our Chicagoland guests who are passionate about beauty," stated Mary-Farrell Tarbox, Target's group vice president of stores in the Chicago region.  

Mass retail chains have embraced the concept of an in-store adviser/concierge in recent years, for beauty care and other products.

For example, CVS/pharmacy, Walgreens, Duane Reade and Shoppers Drug Mart offer specially trained beauty advisers in their beauty departments.

In the realm of health and wellness, Rite Aid has deployed "wellness ambassadors" in its wellness store format locations, Walgreens' "Well Experience" stores feature a health guide and Rexall's "Healthy Living" store format offers a "healthy living adviser." Generally, these service agents are designed to provide assistance to customers in the front end and act as a bridge to the pharmacy. Rexall, too, has the Derm Consultant in its Health Living stores to provide guidance on skin care.

*Editor's Note: Article updated with new information on concierge program launches.