Target and Kohl’s to sell beauty products as department stores reel
Category: #retail  By Saipriya Iyer  Date: 2020-11-23
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Target and Kohl’s to sell beauty products as department stores reel

Some retailers are speculating that eye shadow palettes, facial scrubs, and lip glosses will likely be the upcoming popular thing that would bring significant customer attention, especially the younger generation, to their stores.

As the likes of LVMH-owned Sephora and Ulta Beauty continue to inaugurate new stores throughout the United States, major retailers such as Kohl’s and Target are increasingly investing more money in beauty with hopes to increase their industry share in perfumes, nail products, and makeup.

With this shift, a shopping category that has been historically dominated by the country’s department store chains would now move out of the malls. Additionally, while there has been a sharp decline in global beauty sales in 2020 due to the COVID-19 pandemic, online sales of personal care items and makeup have been witnessing a substantial rise.

This sudden shift might shake-up the whole beauty landscape permanently in the coming future. As department store beauty product counters begin to lose significant clout, beauty products are likely to bring tremendous business to enterprises that did not invest a lot in the category erstwhile.

Former Glamsquad co-Founder as well as existing managing partner and co-Founder investment firm, Clerisy, Alexandra Wilkis stated that the way of how consumers want to experience beauty is changing. The old practice of sales associates spraying fragrances or perfumes on cards and further offering them to customers to try, or offering to do a makeover seems unhygienic or even risky to customers right now.

Wilkis further added that even after a COVID-19 vaccine is made available to the world, the customers’ perception of hygiene and shopping of any beauty products will change.

The insights offered by Wilkis are supported by a recent a survey of 1,097 customers that showed that approximately 41% of the participants felt either ‘unsafe’ or ‘very unsafe’ to test out beauty products in department stores during a pandemic.

Source credit: https://www.cnbc.com/2020/11/22/from-target-to-kohls-a-bet-on-beauty-as-department-stores-reel.html



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Saipriya Iyer

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Saipriya Iyer

Saipriya Iyer develops content for Market Size Forecasters, Algosonline, and myriad other platforms. A computer engineer by profession, she ventured into the field of writing for the love of playing with words. Having had a previous experience of 3 years under her bel...

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