Target is engineering a reset of its beauty business, rebuilding the category around a sharper assortment and a clearer point of view.
The reset reflects a push to make beauty a destination rather than an add-on, borrowing some of the rigor of specialty retail.
The retailer has recast both its product mix and its merchandising, aiming to compete on more than price in an increasingly crowded aisle.
Target aims the effort at the gap between mass and prestige, drawing shoppers who want real quality without the department-store theater.
Early reads suggest the strategy is resonating, as the retailer looks to turn a high-traffic category into a genuine loyalty engine.
