Last month, Laurie from the Jacobs team, had the incredible opportunity to be a part of the final day of Target Take Off; the capstone event for 10 Beauty brands who were selected to participate in this retail readiness accelerator program with Target. Brands were selected out of hundreds of applicants, attended a retail boot camp and perfected their pitches with feedback from leaders, merchants, team members from digital and marketing. It was an exciting, entrepreneurial situation, dubbed “The Bark Tank.”
Last year, the inaugural program focused on better-for-you products. This year, Takeoff was all about beauty. Target guests love to stay up-to-speed with the latest beauty trends and products, and Target seeing a lot of interest in smaller niche brands. From natural beauty products to multicultural collections, men’s brands and more, Target selected 10 inspiring startups and, as of this last month, have officially kicked off Target Takeoff.
The afternoon featured an open house format, focused on highlighting the selected brands and showcasing innovation within Target Beauty. The innovative Beauty experience was focused on three themes:
1) Physical: Men’s Grooming Floorpad – 600 products: Harry’s, Beardbrand, BYRD, Cremo, Maestro’s Classic, Pacino’s, include men’s accessories from Goodfellow & Co. Currently available in 11 stores, rolling into 80 by the end of the year.
2) Human: Beauty Concierge new “text to get” Beauty advice chat icon. Text “BeautyChat” to “Target” 827492
3) Digital: Textured hair care landing page on Target.com. Based on guest insights from search, providing a how-to guide for textured hair.
Laurie tried Target Beauty Studio, an augmented reality beauty experience, in stores and online that allows guests to try on hundreds of cosmetics in real time. This experience minimizes uncertainty when it comes to color application and shade matching.
Beauty will continue to lead the charge for immersive, innovative experiences online and instore at Target. Based on the 10 brands we saw, inclusivity is the new normal and the new technology features and updates highlight why nailing the execution of the product detail pages and item set up information is at the forefront of everyone’s minds in Beauty.
Meet the 10 brands selected:
Adwoa Beauty: Founded in October 2017, Adwoa is a socially conscious lifestyle beauty brand that creates products for curly and kinky hair types.
AMARETA: AMARETA was founded upon the belief that hormones are one of the greatest factors in skin health, and created a hormone-based skincare treatment cycle as a result.
Eu’Genia Shea is focused on bringing the best shea butter to market, and created balms that are a natural alternative to petroleum jelly and chemical-based moisturizers.
GIRL+HAIR: Known for its unique UNDER HAIR CARE system, GIRL+HAIR created a way for women to cleanse, nourish and protect their hair while it’s in a protective style, such as a weave, braids or under a wig.
Heritage1933 is a socially conscious beauty company that creates a range of products for women of all backgrounds and prides itself on donating hair care products to shelters that support women and children.
HUE For Every Man’s products are formulated to work for all men, regardless of hair texture or skin color, and provide a line of all natural products in a generally underserved space.
Oars + Alps: Known for premium, natural skincare products, Oars + Alps was created to offer men a better line of good-for-you grooming products that seamlessly fit in with an active lifestyle.
ROSEN Skincare: Created for guests looking for ways to treat acne-prone skin without turning to harsh chemical products, ROSEN Skincare provides powerful alternatives made from clean, minimal ingredients.
Sienna Naturals treats hair care like skin care and creates products that focus on improving the health and wellness of textured hair, categorizing products into a simple four-step ritual.
YUNI Beauty: Focused on products that help guests save time and relieve stress, YUNI Beauty creates natural beauty and lifestyle products that are developed with a mindfulness of social and environmental sustainability.