Target Beauty Connected Retail
Target Beauty offers a department spotlight to partnering brands looking to gain visibility, trial, and guest engagement.
Why it matters
OK, so the setup looks pretty humble, right? Well, it’s actually a pretty big deal – especially for challenger brands looking to build an audience. The featured brand is displayed on a freestanding “Beauty Spotlight” counter found in many of Target’s 1900+ US stores. The challenge is to create highly expressive brand communications within a “clean store” environment – so the signage layouts must adhere to strict guidelines on word and line count, type size, CTA placement, etc.
Fostering brand engagement
These displays enable much-needed engagement with beauty brands – especially important during the years impacted by COVID. Allowing guests to explore the brand and try free samples helps to create an experience more similar to Sephora and other competitive retailers.
For established and challenger brands alike
The challenge with poster signage was to keep the copy short and punchy, adhering to a strict template controlling type size, word count, branding, and QR treatment.
TIGI Bed Head
A very fun, dynamic brand that puts an emphasis on self expression and creativity! Scroll through the landing page (screengrabs of the actual site) that includes:
- Brand background info+latest sizzle reel
- Target-exclusive bundle “add to cart” links
- Step-by-step “how to” video for curly hair looks
- Product carousel with links to Target.com
Mobile content strategy
Most importantly, a custom landing page allows brands to link their physical and digital experiences and connect their brand assets with timely promotions and channel-agnostic shopping. All digital content was crafted around 60 to 90-second engagements, just enough to answer a question or add a splash of inspiration so guests can “add to cart” with confidence.
Scroll though the “screen grab” example below – the actual page has live “buy it now” bundles, brand videos, and product carousels with add-to-cart functionality.
Dove
Mother’s Day gifting ideas from Dove. The event landing page included:
- Target-exclusive bundle “add to cart” links
- Product carousel with links to PDP
- Live chat help embedded in the mobile site
- Printed card with QR to landing page and digital coupon
CeraVe
Promoting “National Cleanse Your Skin Week” printed cards in-store promote the digital offer and link to landing page including:
- Background info+sizzle reel
- Target-exclusive bundle “add to cart” links
- Product carousel with links to Target.com
- Live chat help embedded in the mobile site
- Printed card with QR to landing page and digital coupon
Additional “hybrid” elements: Connected Sampling
In addition to Beauty Spotlight activations, products sampled in-store and via eCommerce were given the “connected” treatment where guests could scan QR codes on printed cards to learn more via mobile landing page, use Target’s virtual try-on technology, or speak to a live agent via chat.
