Kohl’s Expands Beauty Department Pilot Program

Kohl’s is expanding an elevated in-store beauty experience pilot to a total of 12 stores across the country.

Over the last year, Kohl’s said it 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.

After an initial pilot in a Brookfield, WI, store, the company expanded the pilot of the 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.

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, skin care and more, allowing customers to “check out” the latest in beauty through a brand story experience.

The in-store beauty pilot additionally provides the opportunity for teams to innovate and iterate, such as trying new merchandising techniques and technologies or introducing new beauty brands.