In Brief

The retailer is aiming to become a beauty destination with upgrades to in-store and digital services

Target has its sights set on the beauty market with the help of augmented reality. Target Beauty Studio is an AR tool that lets shoppers virtually try on makeup looks with a selection of hundreds of products. To start, the feature will be launched in 10 brick-and-mortar locations, in addition to being available on the retailers web and mobile sites.

The technology was developed by Perfect Corp.’s YouCam Makeup using similar facial mapping as AR beauty applications like those from Modiface, which was recently acquired by L’Oreal. In-store, the tool will allow customers to try on makeup without the muss and fuss of traditional tester samples while online it adds the trial element that is otherwise lacking in e-commerce.

Target Beauty Studio is not completely isolated to the screen, either—at physical locations it is paired with a concierge service that connects shoppers to in-store attendants at the push of a button. Similar services are available remotely in real time via text and a soon-to-launch chat feature. By combining digital tools and personalized service, Target is closing in on becoming a beauty destination.

Target Beauty Studio

Target has its sights set on the beauty market with the help of augmented reality. Target Beauty Studio is an AR tool that lets shoppers virtually try on makeup looks with a selection of hundreds of products. To start, the feature will be launched in 10 brick-and-mortar locations, in addition to being available on the retailers web and mobile sites.

The technology was developed by Perfect Corp.’s YouCam Makeup using similar facial mapping as AR beauty applications like those from Modiface, which was recently acquired by L’Oreal. In-store, the tool will allow customers to try on makeup without the muss and fuss of traditional tester samples while online it adds the trial element that is otherwise lacking in e-commerce.