Kohl's targets millennial shoppers with 'The Beauty Checkout'

By

Gabriella Lacombe

Published
Oct 20, 2019

Department store company Kohl’s is targeting millennial customers through a new beauty initiative. 

Available now in over 200 stores and online at kohls.com, ‘The Beauty Checkout’ is a dedicated area offering a curated selection of new and emerging beauty brands, including cosmetics and skincare products. At first launch, brands available at The Beauty Checkout include Banila, Dr. Botanicals, Honey Belle, Pure Aura, Real Her, Savannah Bee and Uncle Bud’s, among others. 

According to a press release, products featured in The Beauty Checkout will rotate on a quarterly basis, with target categories including internal wellness, natural ingredients and beauty innovations. 

As a further boost to the initiative, Kohl’s will partner with Facebook starting in 2020 for further brand curation, with the social network helping to identify and engage with brands that have built a strong Facebook community, Kohl’s said. 

The initiative comes as Kohl’s continues to align its brand with millennial interests and values, following the company’s announcement of a new set of sustainability goals for 2025 and the release of an influencer-led capsule collection with Cara Santana, both unveiled in September. 

In August, Kohl’s Corp forecast a steeper decline in full-year profit margin despite better-than-expected quarterly earnings, because of the cost of more aggressive promotions in the first-half and concern over possible new tariffs on imports from China.