The new face of beauty

A pop-up Target store in downtown Chicago will get a lot of attention this week, but the bigger news is happening in the suburbs, where the company is experimenting with a new look for its beauty department. The In-Store Marketing Institute is reporting that the company has remodeled beauty departments at eight stores to create a layout that better unites the cosmetics, skincare and haircare categories. The change took effect in March, and, according to the article, the layout incorporates familiar elements from Target’s existing beauty departments, such as backlit gondolas, in-line displays for exclusive brands and special presentations for premium products, and offers a highly distinct design. The department consists of nine gondolas of varying lengths that are lower profile and feature colorful graphics and two touch-screen monitors that offer product recommendations and messages.