Ulta opens four shop-in-shops in NJ Targets

Beauty retailer Ulta Beauty opened shop-in-shops in four New Jersey Target stores as part of a national partnership between the two brands.

Shop-in-shops in Jersey City, Mantua, Menlo Park and Mount Laurel Target stores will be opened before month’s end. The late August rollout, announced July 21, includes 100 stores nationwide, 58 of which are open as of Aug. 26.

Each “shop-in-shop” is located near the existing Target beauty section and will feature specialized displays, discovery zones and on-trend, season-specific products.

Ulta Beauty is debuting four shop-in-shops in Garden State Target stores in August 2021. – TARGET

“As the retail and beauty industries continue to evolve, we take pride in being leaders that continually redefine and elevate guest experiences. Ulta Beauty at Target reflects our commitment to drive the industry forward and keep our guests meaningfully engaged,” said Ulta Beauty Chief Operating Officer Kecia Steelman in a prepared statement.

“Our dynamic teams have worked together to create a disruptive, exciting way to discover prestige beauty with a thoughtfully curated assortment and knowledgeable, approachable experts to serve as beauty gurus,” Steelman said.

Ulta’s shop-in-shops will include 50 prestige brands, including Smashbox, St. Tropez and Sunday Riley.

“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,” said Christina Hennington, Target’s executive vice president and chief growth officer. “This unique partnership is another way we continue to elevate the guest experience across our multi-category business to drive traffic and preference as we meet guests’ needs in innovative ways.”