This marks the U.S. debut of Zoella, a bath and body line created by Zoe Sugg, a blogger based in the U.K. who uses the name Zoella.
Sugg’s posts center around her interest in fashion, beauty and life. She struck a chord with young women who pushed her follower count to the millions. Her segue to YouTube catapulted her to more than 9.7 million followers on Instagram and 11.2 million devotees on YouTube. She has a significant following from American fans. In fact, 27 percent of her followers reside in the U.S.
Buoyed with the support of her online followers, Sugg created a line called Zoella Beauty, which launched in the U.K. in September 2014. The line caught the eye of Target, which is launching it in the U.S.
“Zoe Sugg’s influence as one of the largest social media stars coupled with a high consumer demand make us hopeful for the line being a big success [in Target], ” said Alison Kohlenstein, president at Cosmetic Design Group, the Zoella Beauty U.S. Distributor.
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Sugg views the line as harkening back to the concept of bath as an indulgent experience rather than a chore. A self-admitted sufferer of anxiety, Sugg crafted the line to soothe the mind as well as the body.
“When life catches up with us we all need space to dream and indulge,” Sugg explained.
The timing could be right to strike a chord with America’s young women, many who admit to facing day-to-day stress. And, the bath category, after years of flat sales, is also bubbling back with volume for the first half of 2016 up more than 5 percent, according to IRI.
The Gingerbread Fizz Trio is first out of the gates for Target. Priced at $12, it debuts next week at Target Stores nationwide.
A core collection of products will launch after the holiday season. In January of 2017, Target.com will carry 10 stockkeeping units, including Blissful Mistful, a fresh and floral fragrance; Creamy, Madly, Dreamy, a vitamin E and shea butter enriched body lotion; Pretty Polished, a scented sugar scrub, and Wonder Hand, a conditioning hand cream. Selected items will appear in stores and online.
Exclusives such as Zoella are getting the spotlight at mass retailers as they seek to stand out in a crowded beauty field. Target is viewed in the industry as one of the best of class in cultivating and building fledgling brands.