BUSINESS OF FASHION: TARGET’S PLOY FOR LUXURY SKIN CARE
Come next month, Target will be introducing an eclectic assortment of luxury skin care items from various retail channels and countries. Christina Hennington, Vice President of Beauty and Personal Care at Target Corp. says, “In skin-care, the needs of the consumer have been changing dramatically, and frankly, the mass-market assortment wasn’t keeping pace. We have enhanced what we are offering by providing a broader assortment” (WWD).
Existing skin-care brands currently sold at Target, such as Vichy and La-Roche Posay, will be included in the collection; however, AmorePacific-owned Korean line Laneige will be available to US residents only.
Some of the products featured in the skin-care line, such as Borghese, are exclusive brands created in partnership with Target like an age-defying cream from Brian Zelickson.
WWD reports that Zelickson’s relationship with the retail giant has developed over the years through speaking opportunities at the company’s headquarters where he addresses topics such as skin health as part of melanoma and mole skin screenings. About a year and a half later, Target contacts Zelickson directly to co-develop a skin-care line thus beginning MD Complete.
Zelickson was quoted in WWD saying, “As a dermatologist, I’ve seen skin problems day in and day out for the last 20 years. There are things you can do on a daily basis that have a long-term impact.” His goal was to create a line that was simple yet effective in yielding clinical-type results.
All products will be sold in one of two categories: Dermatological Skincare and Specialty Skincare. They will range in price from US$8 to US$57. The conception will launch on Target’s website February 17th then make its way to 749 stores shortly thereafter in March.by