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07/22/2021

Target’s Partnership with Ulta Beauty Launches in August

Target and Ulta Beauty revealed more of their partnership, with plans to open the first Ulta shops within Target stores in August.
Ulta Beauty Shop

Ulta Beauty at Target will open in 100 Target stores nationwide and online. The shops-in-shops include more than 50 brands and will eventually reach 800 Target stores.

Executive Summary

The partnership between Target and Ulta combines two mass retailers with name recognition and is also part of Target’s redesign strategies. The partnership is similar to Kohl’s, which snagged beauty retailer Sephora as a partner for a store within a store. Sephora will have 850 shops within Kohl’s stores over the next couple of years.

“As the retail and beauty industries continue to evolve, we take pride in being leaders that continually redefine and elevate guest experiences. Ulta Beauty at Target reflects our commitment to drive the industry forward and keep our guests meaningfully engaged,” Kecia Steelman, chief operating officer at Ulta Beauty, said in a statement. “Our dynamic teams have worked together to create a disruptive, exciting way to discover prestige beauty with a thoughtfully curated assortment and knowledgeable, approachable experts to serve as beauty gurus.”

The new Ulta shops will be located near Target’s existing beauty products, with new displays, discovery zones and on-trend beauty offerings. Employees will be trained by Ulta to recommend products within the shop’s “elevated look and feel.”

Guests who shop at the Ulta Beauty shops will be eligible for rewards from both Target Circle and Ulta’s Ultamate Rewards.

Exec summary

“Ulta Beauty at Target is unmatched in the industry, bringing guests the opportunity to discover new prestige brands while they shop Target’s incredible beauty assortment,” said Christina Hennington, executive vice president and chief growth officer at Target. “This unique partnership is another way we continue to elevate the guest experience across our multi-category business to drive traffic and preference as we meet guests’ needs in innovative ways. With two powerhouse retailers, our collective brand love, loyalty and omnichannel expertise will inspire guests and raise the bar for the beauty shopping experience.”