![]() The-CNN-Wire™ & © 2021 Cable News Network, Inc., a Time Warner Company. It’s set to open hundreds of Sephora mini shops inside of Kohl’s, beginning this fall as it, too, seeks to draw in more consumers. Ulta’s rival Sephora is also doing something similar through a collaboration with Kohl’s. Target said the Ulta mini shops will be staffed by Target workers trained in high-end cosmetic and skincare brands by Ulta. “It can be hard to get consumers to trade up to premium beauty, especially when they are already spending a lot during their trips to Target,” Saunders said. ![]() The partnership poses some risks, too, especially if the new concept doesn’t resonate with Target’s bargain shoppers. The deal is expected to help Ulta, which sells a mix of drugstore beauty and pricey brands that aren’t normally found in big box stores, reach a mix of younger Gen-Z consumers, many of whom are budget shoppers and others who are prepared to pay a premium for products with ingredients they perceive as higher quality. “The partnership with Ulta should help Target elevate its proposition in beauty to grab a greater share of wallet from shoppers.” “However, Target is still not perceived by many consumers as a specialist player in beauty and, as such, it has missed out on growth within the more premium part of the market,” said Neil Saunders, retail analyst and managing director with GlobalData Retail. ![]() ![]() ![]() Target has been growing its beauty business over the last few years by adding newer, affordable brands to its aisles. ![]()
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