Retailers from Target to Kohl's make big bets in beauty as department stores reel

are investing more in beauty and hoping to grow their market share in makeup, nail products and perfumes.

This hesitancy from consumers is clearly there: 41% of people said they felt either "unsafe" or "very unsafe" testing beauty products in stores during the pandemic, according to a survey of 1,097 consumers on Nov. 11 by the retail analytics firm First Insight. Twenty-two percent said they plan to actually buy more beauty products this holiday season compared with last, while 35% said they're planning to buy less.

"The department stores traditionally owned that space," Stacey Wilditz, president of SW Retail Advisors, said about beauty. "And then it was the mass exodus out of department stores." "Though it remains a powerful force in the industry, the needle has yet to move in a positive direction for makeup. ... Alternately, the shifting consumer priorities toward self-care and treating themselves to little luxuries has helped both skincare and fragrance to enter a phase of recovery," Jensen said.Eyeing an opportunity, Target and Kohl's both are competing to be bigger names in beauty — but with slightly different strategies.

"We've made significant investments in the space," he told CNBC's Becky Quick. "It's been an area where we've seen great growth and market share gains. And this partner, with Ulta Beauty, will allow us to take it to another level."in beauty. In a bid to do so, it's also testing a shop called the Wellness Market in 50 stores, which includes a variety of personal care products.

ShermanJeff But they are probably right once this pandemic is over consumers will most likely buy more makeup than ever.

ShermanJeff I think you are buying make-up if you work from home and spend your day on zoom, but if you work wearing a mask not so much.

Another bad decision

Lip gloss seems a cynical bet on a maskless majority.. - Retailers from Target to Kohl's make big bets in beauty as department stores reel

Um. We're wearing masks but ok.

thank you very much for your work

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