Beyond the Brand | The Intersection of Culture, Commerce & Creativity
Have you ever walked into Target for one thing and somehow left with a bag full of things you didn’t know you needed? I think most of us have experienced that at least once! What interests me is how retailers turn everyday shopping into an experience that encourages consumers to discover new products and make purchasing decisions they hadn’t necessarily planned.
For my consumer behavior project, I’ve selected Target Corporation, specifically its beauty category, with an emphasis on cosmetics and skincare. As a professional makeup artist working in the beauty and entertainment industries, I’ve seen firsthand how consumer preferences, product performance, brand reputation, and trends influence purchasing decisions. Target interests me because it brings many of those elements together in an accessible retail environment.
My research will focus on women between the ages of 25 and 45 who are career-oriented, style-conscious, and interested in quality beauty products without necessarily paying luxury prices. This consumer may have a demanding career, a family, or an active social life, making convenience just as important as product selection. She enjoys discovering new beauty products, values brands she can trust, and may be influenced by social media, recommendations, or simply an attractive product display.
What makes this demographic interesting is the balance between practical needs and personal indulgence. A skincare product might be part of someone’s daily routine, while a new lipstick could be an unplanned purchase simply because it caught her attention. I want to explore what influences those decisions and how Target can strengthen its connection with consumers throughout the buying process.
To support my analysis, I’ve identified three resources:
- Target Corporation’s 2025 Annual Report: This will provide insight into the company’s financial performance, beauty category, and overall business strategy.
- Target’s Beauty Website: Reviewing the product assortment, promotions, and online shopping experience will help me understand how Target markets beauty products and encourages consumer engagement.
- McKinsey & Company’s 2026 Beauty Industry Research: This resource will help me examine broader consumer trends, including purchasing behavior, perceived value, digital influence, and changing expectations within the beauty industry.
I’m particularly interested in exploring how Target can continue attracting consumers who appreciate affordable beauty but still expect quality, innovation, and an enjoyable shopping experience. As someone who works with beauty products professionally, I understand that a higher price doesn’t always guarantee better performance. Sometimes the product that earns a permanent place in your routine is the one you discovered while shopping for something completely unrelated.
That’s what makes consumer behavior so fascinating to me. Behind every purchase is a combination of needs, preferences, emotions, and influences. Through this project, I hope to better understand how Target uses those factors to connect with its beauty consumers and what opportunities exist to make that connection even stronger.
References
McKinsey & Company. (2026, June 18). From aisle to algorithm: The beauty categories, channels, and concepts shaping 2030 growth. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-beauty
Target Corporation. (n.d.). Beauty. https://www.target.com/c/beauty/-/N-55r1x
Target Corporation. (2026). 2025 annual report. https://corporate.target.com/investors/annual/annual-reports-and-archive
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