Target is known for its knack of bringing fashion to the masses with its specialty designers and partnerships with Barneys, etc. Now, the retailer plans to expand its winning formula into the beauty world by teaming up with luxury makeup artists for low-priced, but still designer, cosmetic lines. Makeup artists Jemma Kidd, Napoleon Perdis and Petra Strand have signed
on to collaborate with the retailer to bring out more affordable and
slightly different versions of their existing prestige lines for the
Target beauty shopper.
The new lines, JK Jemma Kid, NP Set, and Pixi by Petra
will be accompanied into stores by tester displays and a new beauty section layout. "We understand that buying cosmetics is different than buying a top or
sneakers," said representatives of Target. "When you buy [beauty] there is that
emotional investment. We want to see
guests walk in the section of the store and interact with the beauty
brands. It gives them a chance to touch, smell and feel the brands." The displays will also be complete with pictures and bios of the designers, reflecting their mission. Each artist Target has plucked for this new beauty deal has a line that
is currently sold in an upscale arena, but with a limited presence. Both sides seem to welcome the expansion!
Read more about the new lines here: "Target Grows Makeup Artist Brands, Adds Testers."