Makeup artist Sonia Kashuk is taking on the bath and body category with the same philosophy she had when she launched her exclusive cosmetics line for Target in 1999.
“What I set out to do 15 years ago was bring luxury to mass,” said Kashuk, Target’s longest-standing design partner. “I didn’t want to be a one-hit wonder, I wanted to come back and do it again.”
For Christina Hennington, Target’s vice president of beauty and personal care, Kashuk’s move into body is one she believes filled a void. “We saw an opportunity for a quality fragrance-based bath and body line in our channel,” she said. “The white space is the complexity [of the fragrances], the sensorial feel, that’s what we felt was missing from our class of trade especially at this price point.”
Launching on Nov. 10, Kashuk’s collection, comprised of 24 products within four scent families, is priced between $4.99, for a loofah, and $19.99, for an eau de toilette. The line includes items like cream body wash, body butter, body oil, product organizers and shower accessories and is formulated with ingredients like edelweiss flower, cottonseed and apricot oils. “The line will be on front-end cap in most stores. It will be very disruptive in terms of presentation,” said Hennington. “The bath and body category is a very relevant segment of the entire beauty experience for consumers. It’s a bit of escapism. It will always be relevant for women.”
To create the fragrances, Kashuk partnered with Jerome Epinette of Robertet and worked with Buero New York for the flower-bedecked, color-coded packaging, meant to “dance off the shelves. I’m so passionate and neurotic about presentation, about how something looks,” Kashuk said. “When I launched my [color] line it caused a lot of mass beauty players to reassess — relook at design — and I’m grateful to be an instigator, to make the big companies pay attention to upping the ante and not disregard mass with a negative play.”
The four scents — Pink Innocencia, Purple Seductia, Yellow Alluriana and Red Promisia — were meant to be universally appealing and not overly fragrant, according to Kashuk. “I was basically staying away from cucumber melon — that was the ongoing internal joke,” she said.
Kashuk said entering the bath and body category is a move toward carving out a curated niche for herself within Target’s 1,879 stores in the U.S. and Canada. “At this stage I really see [my business] as a lifestyle beauty brand and I’m pushing Target to [become] a store in a store, so I can maintain that boutique sense in this big box,” said Kashuk. “As much as I blurred that line as the first makeup-artist brand to go into Target, there is opportunity for a number of other categories that could fit in.”
Target will be promoting the launch with initiatives including Target’s first scent-strip consumer advertising and a pop-up shop in Grand Central Terminal on Nov. 4. The 20-foot-tall outpost will feature all of the bath and body products, including a “living” installation showcasing a model in a bathtub filled with bubbles.
“The pop-up is something Target does for big ideas, and this is the first time doing it exclusively for Sonia,” said Hennington.
Looking to the future of beauty at Target, Hennington said guests can expect constant improvements, with additional news come spring. “We are continuing to work on upgrading the in-store experience, continuing to introduce brands that you can’t find elsewhere and other opportunities [to upgrade] our assortment, with service not found in the value channel.”
Hennington added that Target’s Beauty Concierge strategy, which will place “agnostic beauty brand advisers” in about 300 stores by the fourth quarter, will continue to expand. “We have the potential of this reaching about 400 [advisers] — but how we deliver a similar experience through digital in more stores is something we are continually evaluating,” she said.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye