Target is again responding to consumer demands for more “better for you” beauty choices. On the heels of broadening its natural skin care assortment earlier this year, the chain is introducing a new sun care collection from Pacifica.
Pacifica Suncare debuts exclusively on May 14 at all Target doors and Target.com. The collection of sunscreens, face shades, bronzers and balms all retail for under $16. To introduce sun care, Target will dedicate end caps to the brand.
The lineup does double duty. The products are 100 percent vegan, free of animal ingredients and not tested on animals — all part of the ethos of Pacifica’s founder Brook Harvey-Taylor. But there’s a twist for those who don’t want to sacrifice beauty for natural. In addition to all mineral formulas providing UVA and UVB protection, Pacifica harnesses the powers of skin care ingredients including caffeine and probiotics to protect and support skin health.
Natural is resonating with Target shoppers. “When guests walk down the beauty aisles at Target or shop Target.com, we know they’re looking for high-quality, better-for-you products that they can trust. In fact, in just the last year, natural skin care at Target has grown double digits,” said Christina Hennington, senior vice president of essentials and beauty at Target.
Pacifica already had a solid track record at Target with skin care and cosmetics (Target was the first to add Pacifica’s color brand) introduced into the chain’s portfolio four years ago. “Since launching Pacifica at Target in 2013, we’ve seen a strong response from our guests so we believe this non-toxic, eco-friendly sun care collection delivers on what guests are looking for at Target,” added Hennington.
Sun care has been a passion project for Harvey-Taylor who grew up in a family involved in the natural products industry. When she along with her husband created Pacifica 20 years ago, she sought to break out of the traditional natural products mold. “One thing that is important about Pacifica that sets us apart is we still really focus on beauty first and making sure that what we do is effective and appealing to our consumers while focusing on naturals,” Harvey-Taylor explained. She’s challenged the conventional “crunchy granola” image once associated with natural.
Harvey-Taylor’s 15-year-old daughter Xiaxia has been an inspiration for the sun care introduction. “She’s a surfer so she is out in the sun a lot. She has eczema and asthma; she’s a cool kid and will roll up her inhaler in her wetsuit sleeve and paddle out.”
With her daughter’s health needs in mind and a budding trend she saw in the fusion of skin care with sun protection, Harvey-Taylor worked painstakingly to devise a formula that checked all boxes. “We worked hard to get the balance of minerals right so it is less whitening,” she said of the residue often left with sun care. She used her daughter and her friends as a test market for the line and was emboldened when they liked the formulas. In particular the Coconut Probiotic Mineral Bronzing Sunscreen Spray was a hit— a personal victory for her because the teens could get a bronzed look while donning sunscreen.
Among the items hitting Target shelves are Coconut Probiotic Mineral Face Shade, Coconut Probiotic Mineral Sunscreen Sprays in SPF 30 and 50 and Lipcare Mineral Lip Balm. Products are formulated without parabens, petroleum, SLS, sulfates, phthalates, talc, beeswax and carmine.
Natural has been one of the biggest themes in the mass market in the last 18 months. New to Target’s shelves are Alaffia, Little Seed Farm, Nubian Heritage, Thayers Natural, The Seaweed Bath Co., Nature’s Gate and W3ll People. In sun care, Target offers other better for you choices including Alba, Babyganics and Bare Republic.
Pacifica, sold in Target, Ulta Beauty, Whole Foods and natural grocers, is estimated to be enjoying 80 percent year-to-year sales gains. It is well positioned for a future with more shoppers on the hunt for naturally positioned beauty. Kline reported last year the natural personal care market in the U.S. topples the $5.4 billion mark and expanded 9 percent last year. Moreover, the market research experts predict natural personal care will soar 40 percent in the next five years.