Community Corner

Target Goes Chic with New Beauty Service

Attention Target shoppers: You are about to be pestered.

Target has always branded itself as a discount retailer with high-end products. The company has long partnered with big names for fancier fashion lines than are ever found at major competitors like Walmart, KMart and Costco. 

So the latest innovation at Target, while it may seem over the top, is really an extension of the brand that has been built over the last five decades.

Starting in select stores this year, and likely nationwide in 2014, Target is adding a concierge service to the beauty department. According to the website Chain Store Age, "stores will be staffed with brand-agnostic beauty experts who will provide shoppers with beauty tips and unbiased and personalized information about beauty and personal care products. The beauty associates will wear a distinct black apron and be located in the beauty aisle."

In other words, when you step into the cosmetics section, someone will be there to guide you through your selection. Like a used car lot, only under harsh florescent lights. 

The concept of a beauty concierge is not new. The practice is commonplace in high-end boutiques. But it is a decided turn towards chic for the megastore, which has dabbled on the fancy side and attracted a crowd apt to pronouncing Target with a French zest. 

Nearly 200 stores across the country have already adopted the beauty concierge. Last week, Target announced that the 96 Los Angeles/Orange County locations would be adding the service. 

No word yet on when the wave will hit Northern California, but expansion is already happening with Target stores in Chicago, Washington DC, Baltimore and Virginia, along with Los Angeles on board now.

Target is located at 555 Showers Dr. in Mountain View.

Would you like the beauty concierge service? Does it feel to pushy to you? Tell us in the comments!


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