Over the last year, Kohl’s has explored newness in its beauty offerings — from bringing in prestige brands to introducing customers to new and emerging trends through initiatives like The Beauty Checkout. Kohl’s is piloting an elevated, in-store experience, offering a reimagined beauty department in 12 stores across the country.
After an initial pilot in the Brookfield, Wisconsin store, the company expanded the pilot of its new beauty concept to 11 additional stores this season. These reimagined beauty pads double the footprint previously dedicated to beauty and offer an elevated experience for customers to shop and discover new and existing brands, including wider aisles, brighter lights and updated fixtures. As part of the pilot, trained beauty advisors will be available to help answer questions, provide samples and educate customers on new brands or beauty trends. Interactive technology will also help customers find their best makeup shades.
In addition to offering a number of brands new to Kohl’s, including Polo Ralph Lauren, philosophy and Dolce & Gabbana, all 12 expanded beauty stores will offer The Beauty Checkout, a new initiative that brings emerging beauty brands to Kohl’s customers in more than 200 stores. Through a partnership with Facebook, The Beauty Checkout offers customers a selection of curated, trend-right products in makeup, skincare and more, allowing customers to “check out” the latest in beauty through a fun, exciting brand story experience.
As with any initiative Kohl’s is testing, the in-store beauty pilot provides the opportunity for teams to innovate and iterate, such as trying new merchandising techniques and technologies or introducing new beauty brands. Kohl’s will continue to see what resonates most with our customers as the experience evolves.
