By  on January 18, 2018

Target has a new formula it hopes will revitalize the diluted mass-market fragrance business. In keeping with chain’s exclusive product strategy, the chain is rolling out its first, exclusive fragrance line called Good Chemistry. The range of scents was crafted to provide the discounter with entry into the niche fragrance business that is bubbling at prestige retailer doors. Good Chemistry will be sold in all of Target’s 1,834 stores and on target.com.

The upgraded fragrance launch is the latest move by the retailer to rewrite the rules in mass beauty, a category that is estimated to churn out more than $7 billion in sales at Target’s stores. Industry sources project Good Chemistry can yield first year sales of at least $5 million to $8 million. Target did not comment on sales figures.

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