1. Ernie Ball Countertop Program
BeautyCounter for Target
October 2016 Instore Excellence Award
Great Northern Corp – Twin Cities
August Instore Display Award

2. Objective/Success
Target began testing two years ago the concept of the Beauty Concierge to move the guest’s makeup purchase from a transactional one to a more consultative one. They have seen more wealthy buyer behavior shift away from purchasing makeup at Department Stores to Mass Market due to convenience. These guests still demand a level of service to find the right makeup solution. Along with the inclusion of the Beauty Concierge position in the makeup area, Target has merchandised with higher-end makeup brands, that offer some level of value-add to the consumer. These are the brands that tend to appeal to more wealthy shoppers. Beautycounter is one such brand. Beautycounter focuses on safer cosmetics, so the display also had to radiate a “clean” feel.

3. What makes this market unique? How does the sale get closed?
Beauty is a very convoluted, brand- driven segment.
From a mass market merchant perspective, Target generally appeals to consumers with more disposable income than their competitors.
Target sought an endcap, as part of their “Perfect Placement” program, to highlight the Beautycounter brand.

4. Insights
The display (vacuum formed trays, large focal signage, information/education card, focal card) is intended to put the focus on the product.
The plastic used had to be dull and non- descript to contrast with the high-end product packaging. It needed to exude a premium feel to the guest, as the price points were higher.
The display also was tasked with the purpose of educating and directing guests into the beauty area to bring attention to the higher-end product assortment.

5. Differentiation
The biggest differentiator was the focus of Beautycounter onto the “perfect placement” location in the Beauty area. This allowed for a large sign to bring the guest to the display. Once at the display, the information sheet allowed guests who were unfamiliar with Beautycounter to learn more. With a focus on well-presented product, the guest could then move to the purchase very easily. High-end glass shelving is a rarity in Target stores, but the “Best of Beautycounter” featured this.

6. Message, Brand Equity and Attention
Be Your Beautiful
Safer Products for Everyone
When designing the display, we needed to make sure that the packaging elements were in the forefront of the shoppers line-of-sight so we used low profile, custom, vacuum formed trays to accommodate and place the product.
The oversized focal sign drew the shopper from a distance, and with the brand recognition in their target market of the trademark B, it drove guests to the display who did not know that Target was now carrying BeautyCounter.