Rodial founder Maria Hatzistefanis has entered masstige with a new skin care collection, Nip + Fab.
Nip + Fab, designed to pinpoint specific beauty concerns such as antiaging, eye brightening, skin plumping and cellulite smoothing, entered Target Nov. 1. It launched in the U.K. in Boots one year ago.
Hatzistefanis said Nip + Fab has a few similarities with Rodial, a popular prestige skin care line sold in Nordstrom, Space NK, Bloomingdale’s, Henri Bendel and independent retailers.
“With Rodial, we use five key actives backed by clinicals. In Nip + Fab, we use one key ingredient for efficacy with some complimentary ingredients,” said Hatzistefanis.
Nip + Fab’s philosophy centers around targeted treatments.
“Every product is a fix,” said Hatzistefanis.
Target liked that the brand “talks to the customer. You know exactly what you need to get. We use tongue-in-cheek-type packaging. It looks really fresh,” said Hatzistefanis.
Christina Hennington, Target Corp.’s divisional merchandise manager for beauty, said Nip + Fab delivers innovation and makes a popular U.K. brand accessible to women in the U.S.
“We know our guests are interested in higher-quality skin care brands at a great value. By offering brands like Nip + Fab, we can further deliver on our ‘Expect More. Pay Less’ brand promise,” said Hennington.
The line is merchandised in specialty bath and body, alongside Burt’s Bees, Neutrogena Rainbath and NP Set.
Hennington pointed out that traditional skin care brands, such as Olay and Roc, have been part of the innovation trend, too, and she sees smaller niche brands driving the category.
“We have seen notable innovation in skin care with national brands like Olay, Roc, Neutrogena, L’Oréal and Garnier. This fall, Target introduced exclusive antiaging sets from Olay (Night Regenerist Regimen Kit) and RoC (Multi Correxion Night Renewal System).…[And] we see masstige skin care as a current trend in the beauty industry. Our guests are in tune with the trends found in prestige or niche brands, but know they can find a great value at Target.”
Social media is also helping to drive awareness of new and unique product collections, Hennington said, as well as global beauty trends.
“As guests become more familiar with international brands, it is critical that we deliver a curated beauty assortment that offers great value, choice, solutions and an unexpected surprise to our guests,” she said.
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