More than any other retailer aside from perhaps Best Buy, Target has embraced the store-within-a-store concept.
The retailer has made its stores destinations by partnering with sought-after brands and big-name celebrities.
Target (TGT) customers may not visit the retailer just because most locations offer a Starbucks, but that certainly can add value to your trip. The retailer also has deals with brands including Apple, Walt Disney, Chip and Joanna Gaines Magnolia brand, and many others.
DON'T MISS: Unlike Amazon, Target Is Fine With You Returning Stuff
Perhaps most important, Target has a major partnership to put Ulta Beauty stores inside Target locations. The two companies have worked together to create an Ulta experience that's curated for Target customers.
“Ulta Beauty at Target is unmatched in the industry, bringing guests the opportunity to discover new prestige brands while they shop Target’s incredible beauty assortment,' Target Chief Growth Officer Christina Hennington said in a news release.
"With two powerhouse retailers, our collective brand love, loyalty and omnichannel expertise will inspire guests and raise the bar for the beauty shopping experience.”
Kohl's (KSS), a Target rival, has followed a very similar model with its partnership with the Sephora beauty brand. The major difference is that while Target is adding Ulta only at select locations, Kohl's plans to add Sephora to all its stores by 2025.
Now, with Target and Kohl's both making a major play in the beauty space, Walmart (WMT) has decided to answer with a beauty move of its own.
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Walmart Adds a Major Value Beauty Line
While Ulta and Sephora offer affordable beauty products, they would not be considered true low-price value players. That's the space Walmart appears to be going after with its new partnership with Revolution Beauty, a British brand that focuses on quality, cruelty-free, and accessible skincare and cosmetics.
Revolution Beauty has never been offered in the U.S. Now, it will bring a special value-priced line to the U.S. in partnership with Walmart.
"Expanding into over 2,500 Walmart locations throughout the U.S., the competitively priced $5 and under Relove by Revolution assortment will include a variety of offerings, spanning from a full eyebrow and foundation collection to trend-driven innovations, such as Freckle Pens, Brushes, and Water Activated Liners," the beauty brand said in a statement.
"In addition, Walmart will now carry several Revolution products, including Reloaded Eyeshadow Palettes, Loose Baking Powders, and Blur Sticks."
The deal gives Walmart a clear answer to Target and Kohl's that's also differentiated by price, which fits its brand.
"At Walmart, our purpose is to help people save money and live better – and for beauty that means delivering on-trend, customer-inspired items at accessible prices," said Walmart Vice President Creighton Kiper in a news release.
"That's why we are so excited to welcome Revolution Beauty and their new exclusive line, Relove by Revolution, to our growing assortment, providing our customers an exciting new collection for an exceptional value, all at $5 or less."
Why Are Target, Kohl's, and Walmart Embracing Beauty?
Target and Kohl's have both embraced beauty as a way to bring people into their stores.
That's a smart move because while Ulta experimented with digital ways to let consumers try products during the covid pandemic, most people want to see beauty products in person before buying them.
Adding Ulta and Sephora locations respectively drives traffic to Target and Kohl's that otherwise might have chosen to shop online.
In Walmart's case, adding Revolution Beauty products may make some of its customers opt to come in the store rather than placing a delivery or curbside pickup order.
In all three cases, in-store shopping costs the retailer less money and gives each one a better chance at customers making impulse purchases.
