Target is teaming up with YouCam Makeup for the creation of Target Beauty Studio. The move reflects Target’s desire to further position itself as a beauty destination and could bring about a wave of digital recognition for the corporation, which already boasts 1,800 physical stores across the nation.

Target Beauty Studio takes a cue from trends by looping in augmented reality so customers can virtually test cosmetics. Currently, the feature is available in 10 stores, as well as on desktop and mobile versions of Target’s website, and will include an integrated live chat function where customers can chat with a representative either online or via text to get product advice.

In the past, the retailer has tapped into beauty trends, but with a twist. For example, its Beauty Box follows the traditional subscription box trend in that it provides five to six sample-size products, but is different in that it’s sold as a singular purchase as opposed to an ongoing one—making it a better alternative for trial and gifting.

Though Target’s latest addition could help the brand provide options for customers who want to try out cosmetics, but don’t have a store near them, it might not be distinguished enough to give the brand a boost. Leading brands are offering more mobile tools and store features to encourage digital customers to come to stores, with the adoption of responsive design sites nearly doubling year over year, according to Gartner L2’s Digital IQ Index: Big Box.

That said, the prospect of a more digitalized store experience could be a far more valuable facet of the feature than assisting those who aren’t able to come to stores. The retailer has been reimagining its stores as part of its quest to become the general retailer of choice despite Amazon’s encroachment on its customer base. The process has included remodeling physical locations and working with Google Express to tap into voice devices. The introduction of an AR-enhanced beauty studio could be the finishing touch needed to complete Target’s digitalized store transformation.

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