Question · Q3 2026
Dana Telsey asked about the future progress of the beauty business, its potential top-line impact, and how it could affect margins over the next year. She also inquired about the framework of new customers (age, income) attracted by effective marketing and plans to sustain active customer growth next year. Lastly, she asked about future plans and enhancements for the "Store of the Future" concept.
Answer
CEO Hillary Super outlined that beauty's near-term opportunities include converting existing customers (only 40% currently shop beauty), integrating beauty within each brand, and expanding PINK beauty. Longer-term, it's about innovation. She confirmed new customers are primarily 18-24-year-olds, showing growth across all income cohorts (with a slight uptick in high-income), and are driven by product and brand emotion. CFO Scott Sekella stated that Store of the Future concepts are being optimized to better support the Path to Potential strategy, including enhancing bra and PINK assortments, differentiating PINK, and improving cross-shopping with beauty, with continuous enhancements rather than a wholesale change.
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