Target is rolling out three masstige versions of up-and-coming makeup artist lines this August. Makeup artists Jemma Kidd, Napoleon Perdis and Petra Strand have signed on to collaborate with Target to
bring out more affordable and slightly different versions of their existing lines.
New 11-foot, in-store presentations will also have lit features and classic, bold beauty graphics, and
the designers will have bios by their respective product lines explaining their philosophies and brands. A marketing and advertising plan will include TV, print, online and in-store initiatives.
Sources say the chain is planning to spend $15 million in the first six weeks of the products' launch.
The initiative marks a watershed moment for the retailer's beauty department.
Testers will finally be present in the new presentation's beauty space and will play a large part in introducing the new goods to shoppers.
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