Target Rolls Out Pop-Up Makeover Stations - Event Marketer

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Target Rolls Out Pop-Up Makeover Stations

Target this fall is promoting the redesign of its beauty department with a mobile pop-up tour where consumers receive touch-ups and make-up tips, free samples and coupons good toward product purchases. The revamped beauty departments received improved lighting, testers and other shopping tools as part of a $1 billion remodeling project across the stores that was announced last year.

The tour launched in August in Massachusetts and will travel to Target stores in 20 markets on weekends before wrapping up in Arizona in January. Each stop features a different designer or beauty brand, such as Maybelline, Sonia Kashuk or Jemma Kidd that is sold in the stores. Events take place in the store’s parking lot, housed within a colorful red-and-white retrofitted shipping container with a striped awning. Celebrity make-up artists and stylists, including Jemma Kidd, Napoleon Perdis and others will visit select locations.

An event at the Target store in Newington, CT, earlier this month celebrated the 40th birthday of Maybelline Great Lash mascara and highlighted its new Green With Envy shade and limited-edition product by designers BCBG Max Azria, Vivienne Tam and Tracy Reese.

“Our trend-minded guest is extremely savvy—both in the way she shops and obtains information. Through the fun and bright pop-up event creative, we are able to excite guests whether they are approaching or leaving our stores,” Kristin Jahnke, spokeswoman at Target, told Buzz. Agencies: Rock and Rain, Emeryville, CA; MRA, Madison Heights, MI.

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