American department store chain Kohl's launched a concept beauty department in 12 of its stores. Within this offering, the retailer doubled the size of the department from 70sqm to 140sqm, introduced augmented reality try-on mirrors through Modiface, created updated in-store fixtures and lighting, dedicated store associates to the space and folded in new brands and programs like Beauty Checkout (a quarterly rotation, started last month with 13 beauty and wellness brands). All the new brands are meant to fall into "highly relevant and emerging" categories, including trends like CBD and clean beauty.

"Beauty is a space we're heavily invested in, and we're going to get pretty assertive with how aggressive we roll that out," said Doug Howe, Kohl's chief merchandising officer.

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full article by glossy: Kohl's pilots new beauty department concept