As part of a team of ETL Beauty Specialists, I helped develop a new business strategy for Target aimed at guaranteeing a positive guest experience in the beauty department. Our innovative solution introduced a beauty app that assists guests in color matching and finding the perfect makeup products with just a few clicks. The app, accessible on both mobile devices and in-store kiosks, creates a seamless shopping experience by offering personalized recommendations and simplifying the beauty product selection process.

The strategy not only enhances the guest experience but also fosters customer loyalty, drives repeat shopping trips, increases basket sizes, and boosts top-line sales. Our presentation went through three rounds of competition, with votes from our instructor, department staff, and three Target representatives. Ultimately, our idea won 1st place, further solidifying Target’s position as a customer-centric retail leader in the industry. This project allowed me to refine my strategic thinking, collaboration skills, and ability to create impactful retail solutions.