Target Adds In-Store Beauty Consultants, Debuts Bridal Line

The retailer is placing beauty experts in select locations and designing its own dresses for brides, bridesmaids, and flower girls.

Target Corporation is expanding its beauty concierge service to about 200 stores this year and has launched its own online-exclusive bridal line.

The Minneapolis-based retailer’s “beauty concierge program” consists of a trained beauty “enthusiast” who is available to answer questions in Target stores. According to the company, the concierge “provides guests with personalized, detailed, and unbiased information about beauty and personal care products offered at Target and acts as a knowledgeable source of advice in what can sometimes be an intimidating department.”

The beauty gurus will be located in the beauty aisle donning a black apron, as opposed to Target’s standard red uniform. No appointment is necessary to consult with the beauty concierge.

Target launched the program in July in 28 Chicago-area stores. Its success spurred the company to expand the program to 36 stores in the Twin Cities, 96 in the Los Angeles area, 27 in Washington D.C., and now 41 in Chicago. The rollout began earlier this month and will continue through July.

Target also recently developed a bridal line available exclusively on its website. The line is called “Tevolio,” inspired by the Italian phrase “Ti voglio,” which translates loosely to “I love you.”

According to the company, each Tevolio dress is fully lined and comes with a special detail, such as pockets, rosettes, or removable flowers. There are four Tevolio bridal gown styles, which come in antique ivory and porcelain white, as well as two flower girl dress styles in the same colors.

The line also includes bridesmaid dresses in more diverse colors, from quartz grey to pink lemonade to spotlight red, according to Target.

The dresses cost anywhere from $24.99 to $129.99.

Target is Minnesota’s second-largest public company based on revenue. It operates 1,832 stores—1,784 in the United States and 48 in Canada.