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SoCozy Enters Targets

Eight items from the SoCozy assortment are shipping into all of Target’s roughly 1,800 doors.

As Target zeroes in on specific niches within hair care, the chain is adding a line for the younger set called SoCozy.

Eight items from the SoCozy assortment are shipping into all of Target’s roughly 1,800 doors. The discounter has been aggressive in hair care, adding items for consumers with varied textured hair and a natural line from Clairol called Hair Food. SoCozy fills the desire for a range for kids that isn’t too juvenile and doesn’t have harmful chemicals. Not only is SoCozy free of parabens, sulfates, phthalates, synthetic color and propylene glycol, the products are also free of gluten, wheat and nuts.

“We continue to hear from guests that they’re interested in more natural beauty and personal-care products,” said Christina Hennington, senior vice president, health and beauty for Target. “Bringing these brands to Target helps further differentiate our hair-care assortment while providing new, natural product options for the entire family — at prices all guests can appreciate.”

SoCozy is the brainchild of Cozy Friedman, who opened her first Cozy’s Cuts for Kids in 1992. It was her experience in salons that prompted her to come up with safe formulas tackling kid-specific hair issues such as tangles and lice for her own salons. “Before my line, parents were forced to choose between using baby shampoo, brands marketed for kids without specialized formulas or using their own adult salon brands on the children,” said Friedman. The collection includes multitask shampoo, conditioner and body wash in one, a detangler and leave-in conditioner, styling cream and a lice prevention spray and shampoo.

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In 2012, Friedman partnered with beauty industry veteran Scott Gurfein to revamp her salon line for retail. “This is an untapped space,” said Gurfein, adding that although SoCozy is a small brand, big marketing plans are in place to encourage sell-through. “We plan to compete against the big guys with an extensive marketing campaign,” he said outlining a strategy incorporating educational shelf signage, appearances in four markets by Friedman and a social media campaign designed to appeal to young, Web-savvy moms.

Industry sources estimated sales will exceed $20 million in 2015. Beyond what Friedman likes to call a “no nasties” formula, packaging is designed for ease of use such as a flip top that allows moms to only use one hand to apply to tots’ heads.