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MINNEAPOLIS — Target Corp. has added beauty concierges in 95 stores in New York and New Jersey, the San Francisco Bay area and Dallas-Fort Worth.
The concierge is a brand-agnostic expert stationed to answer beauty care customers’ questions. She offers personalized, detailed and unbiased information about beauty and personal care products in what can sometimes be an intimidating department, according to a company spokeswoman.
The concierges are in the beauty aisles wearing a distinctive 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 program was originally tested in the Chicago market in the summer of 2012. This year the program launched in selected stores in Los Angeles; Orange County, Calif.; Washington, D.C.; northern Virginia; Baltimore; and Minneapolis. It was extended to additional stores in Chicago as well.
Concierges are now featured in nearly 300 Target stores across the country.
Target’s beauty departments feature private label lines such as Sonia Kashuk and Petra Strand, as well as natural brands like Burt’s Bees and national brands.
