One of the participants in Target’s Takeoff Accelerator program, Hue for Every Man, has earned a spot at select Target doors and on target.com later this summer. The multicultural men’s grooming brand offers hair and skin care products for men across African, Asian, Latin and Middle Eastern descent, was among 10 participants that were part of the accelerator program.
Now, in its second year, this version of the mini retail boot camp zeroed in on natural beauty products, multicultural collections and men’s brands — all segments of the market growing at the retailer.
The companies participated in sessions with Target executives and industry mentors to learn how to scale brands to mass retail. The brands included Adwoa Beauty, Amareta, Eu’Genia Shea, Girl + Hair, Heritage 1993, Hue for Every Man, Oars + Alps, Rosen Skin Care, Sienna Naturals and Yuni Beauty. After attending workshops and mentorships in April, the companies returned this week to pitch Target during a demo day event and a trade show-style product showcase.
In recent years, Target has made its accelerator portfolio a key element of the retailer’s business innovation strategy. The 2017 inaugural Target Takeoff program cohort focused on “better-for-you” brands in food and personal care. Target continues to partner with several companies from the cohort, including Fatco, a natural skin-care line, Salty Girl Seafood, a sustainable seafood brand, and PiperWai natural deodorant products. Those products are available in select Target stores and on Target.com.
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Target is doubling down in its efforts in the beauty department, recently adding eight lines of multicultural cosmetics, upgrading its men’s grooming department and introducing virtual try-ons. Target is building on the momentum its efforts in beauty have delivered with plans to have 400 updated stores by year end and 1,000 within three years. “Beauty is an important part of Target’s multicategory portfolio as it sits in the sweet spot between style and essentials,” said Christina Hennington, senior vice president merchandising essentials, beauty, pets, wellness at Target.