Target Aims At Unmet Beauty Needs Of Women Of Color With 150 Products From Multicultural Founders


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During the “Multicultural Beauty Panel” at Target’s Manhattan design offices today, executives from the chic-cheap discounter pronounced its commitment to serving the unmet beauty needs of women of color.

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Its salvo: The launch of 150 exclusive products designed expressly for the multicultural consumer, delivered by eight entrepreneurial, digital-first brands.

The collections, which debut in select stores next month, are a long time coming, said Christina Hennington, Target’s senior vice president of essentials and beauty. “This [multicultural] consumer has been so underserved for so long.”

From it’s New York City design office, Target discussed eight new beauty brands devoted to women of color at a “Multicultural Beauty” panel .

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African Americans and Hispanics account for 13% and 20% of the U.S. population, respectively, and over-index on beauty purchases compared to the overall population, yet are woefully under represented in the beauty aisle, she said.

According to Nielsen data, African American consumers, for example, spend nearly nine times more than their non-Black counterparts on ethnic hair and beauty products.

Target says it’s walking the walk in its “authentic” play for the multicultural shopper by serving up beauty brands founded by multicultural entrepreneurs and women of color.

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EveryHue Beauty’s tinted moisturizer from Target’s new multicultural collection.

These include Coloured Raine, EveryHue Beauty, HALEYS, HUE NOI, Makeup Geek, Reina Rebelde,&nbsp;The Lip Bar, and Violet Voss. All told, the lines will bring more than 150 products designed for medium to dark skin tones to Target, including more than 60 shades of foundation.

The beauty collections will get the royal merchandising treatment and be positioned on Target’s most prominent end-cap displays. “We’re committed to giving it the best real estate that we have,” Hennington said.

Makeup Geek’s lip stain is one of 150 new Target products for the woman of color.

HUE NOI foundation is one of eight new multicultural brands launching in select Target stores next month.

While new beauty collections typically occupy front-end aisles over a set number of weeks, the multicultural lines will hold the spotlight for eight months, she said.

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During the “Multicultural Beauty Panel” at Target’s Manhattan design offices today, executives from the chic-cheap discounter pronounced its commitment to serving the unmet beauty needs of women of color.

Its salvo: The launch of 150 exclusive products designed expressly for the multicultural consumer, delivered by eight entrepreneurial, digital-first brands.

The collections, which debut in select stores next month, are a long time coming, said Christina Hennington, Target’s senior vice president of essentials and beauty. “This [multicultural] consumer has been so underserved for so long.”

From it’s New York City design office, Target discussed eight new beauty brands devoted to women of color at a “Multicultural Beauty” panel .

African Americans and Hispanics account for 13% and 20% of the U.S. population, respectively, and over-index on beauty purchases compared to the overall population, yet are woefully under represented in the beauty aisle, she said.

According to Nielsen data, African American consumers, for example, spend nearly nine times more than their non-Black counterparts on ethnic hair and beauty products.

Target says it’s walking the walk in its “authentic” play for the multicultural shopper by serving up beauty brands founded by multicultural entrepreneurs and women of color.

EveryHue Beauty’s tinted moisturizer from Target’s new multicultural collection.

These include Coloured Raine, EveryHue Beauty, HALEYS, HUE NOI, Makeup Geek, Reina Rebelde, The Lip Bar, and Violet Voss. All told, the lines will bring more than 150 products designed for medium to dark skin tones to Target, including more than 60 shades of foundation.

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The beauty collections will get the royal merchandising treatment and be positioned on Target’s most prominent end-cap displays. “We’re committed to giving it the best real estate that we have,” Hennington said.

Makeup Geek’s lip stain is one of 150 new Target products for the woman of color.

HUE NOI foundation is one of eight new multicultural brands launching in select Target stores next month.

While new beauty collections typically occupy front-end aisles over a set number of weeks, the multicultural lines will hold the spotlight for eight months, she said.

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