Target unveils new ethnic beauty products at NYC event

Style expert Tai Beauchamp

NEW YORK — Recognizing the importance of meeting the needs of its ethnic beauty shoppers, Target has in recent years been working to bolster its ethnic sets in-store, and that effort continues, as evidenced by a media event held here Tuesday evening.

The event was held at the Target Studio in New York and served as a showroom to highlight new and existing products, from such ethnic beauty brands as Kinky Curly, Mixed Chicks, Milani, Iman, Camille Rose and Shea Moisture. On hand to greet beauty editors was style expert Tai Beauchamp.

In an effort to better meet the beauty needs of its ethnic shoppers, Target has recently doubled or tripled its multi-ethnic beauty merchandising in select stores, with some sets reaching up to 36 feet. Today Target has more than 1,000 unique multi-ethnic merchandise SKUs in beauty.

Come spring 2013, Target will be the exclusive mass-market retailer for Camille Rose. Founded in 2010 by Janell Stephens, a mother of five and dedicated vegan, Camille Rose is committed to developing natural products that improve health, wellness and beauty. The collection includes body and hair care products ranging from $14.99 to $18.

Target is also the exclusive mass-market retailer for Mixed Chicks, a natural, cruelty-free and vegan hair care brand specially formulated for multi-textured hair, and Kinky Curly hair care products for curly hair. Both brands became available in Target stores in 2012.

Ethnic hair care brand Curls is sold at other retailers; however, Target will be the exclusive retailer of two items previewed at the event — Cashmere Curl Jelly and Gel-les’c — as of spring 2013. Both items are priced at $17.99 each.

Additional new products for spring 2013 include Jane Carter’s Curl Defining Cream; Shea Moisture’s Lemongrass & Ginger Bath, Body & Massage Oil, as well as five different bath soaks; and items by Shea Radiance.


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