You expect to see a "beauty concierge" at a mall department store.
Now you’ll find one at Target. In a move to go head to head with more upscale retailers, the mass discounter is bringing the new beauty program to 27 stores in Baltimore, Washington and Northern Virginia.
It's part of fulfilling Target's "Expect More. Pay Less," motto, the Minneapolis retailer says.
Each store will get a full time "brand agnostic beauty enthusiast" who can answer shoppers' questions about beauty and personal care products. The concierge will offer advice and help make the department less intimidating, Target's announcement said.
Look for the concierge in the beauty aisle, outfitted in a black apron, at Targets in Towson, Timonium, White Marsh, Annapolis, Columbia and Ellicott City. No appointment is required.
"Target is excited to offer this unique, special service to our Washington, D.C., Northern Virginia and Baltimore area guests – guests whom we know are passionate about beauty," Samir Shah, Target’s senior vice president of stores in the Northeast, said in Target's announcement.
Target sells national brand cosmetics and hair and skin care products as well as exclusive brands such as Sonia Kashuk and Petra Strand.