Target - Howard // Ulta Beauty at Target for Fenty Beauty

October 2023 - Designed and Produced by MKG: Producer

Following the success of Target Roaming Runway at NYFW, Target extended its cultural presence to the renowned Howard University Homecoming, a vibrant celebration of heritage, legacy, and Black beauty in DC. Capitalizing on this influential event, Target treated a select group of 63 lifestyle, beauty and fashion influencers, alongside Howard alum to a captivating pre-homecoming "Get Ready With Mecca" (GRWM) experience, debuting the launch of the Fenty Beauty collection, now available via Ulta at Target.

The experiential space brought "The Mecca" to life, creating a high-end beauty room with make up stations and lounge that resonated with Howard University's rich culture and influence. Designed with clean lines and soothing tones, the space was not only curated to perfection with Fenty Beauty products but also highly photogenic, encouraging organic content capture as influencers showcased their GRWM moments before heading to Howard’s Homecoming Campus events.

The two day beauty experience fostered community relationships by hiring nine local makeup artists to serve lewks with the Fenty Beauty products. The event emphasized inclusivity and expertise with a video close-up booth, QR codes for convenient shopping and a reimagined round two of the dimensional Target bullseye backdrop for shareable moments.

While the morning prep was happening, Target had brand ambassadors over at The Yard giving away over 3,000 Fenty Beauty samples to Howard students and staff. No one left empty handed between our giveaways and brand presence throughout the weekend.

Photos by Samira Rashid for Khalana Barfield Brown

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