Target expanding beauty concierge program to 190 locations by yearend

Minneapolis -- Target Corp. will expand  its in-store "beauty concierge" service to 27 stores in Washington D.C., Northern Virginia and Baltimore on June 28. The program, which Target piloted in the Chicago area last summer, is also being rolled out to 96 stores in Los Angeles/Orange County, 36 stores in Minneapolis and has been expanded to 41 stores in Chicago. It will have been implemented in a total of 190 stores by the end of 2013.

Under the program, stores will be staffed with  brand-agnostic beauty experts who will provide shoppers with beauty tips and unbiased and personalized information about beauty and personal care products. The beauty associates will wear a distinct black apron and be located in the beauty aisle.

"In an often crowded and sometimes daunting marketplace, Target’s Beauty Concierge program ensures that guests receive the friendly, personalized assistance and counsel they need,” said Samir Shah, Target’s senior VP stores, Northeast.