NEW YORK — As Target continues to pepper its beauty mix with exclusive finds, the mass retailer has partnered with Smart Brands Inc., a fledgling Canadian firm, to develop three private label brands.

The British Columbia company began rolling out the trio of beauty brands last week to all Target doors. They include Karma, a teen-targeted cosmetics line; Gossip, a girly beauty collection for tweens, and a bath line, which will be housed in Target’s revamped bath and body area.

Together, the lines occupy nearly 12 feet of space in Target’s beauty department.

The retailer has cleared room along its cosmetics display wall for both Karma and Gossip.

Karma aims to court teenagers with flirty and dainty packaging. It also borrows elements from prestige brands, such as Dior, with a lip gloss that doubles as a key chain and rhinestone-accented compacts. Product names include Sheer Panic sheer lip gloss and Bronze Beauty bronzer, and prices range from roughly $2.99 to $5.99.

Gossip is designed to appeal to girls’ playful side with nail art, glitter-laden eye gloss, and body jewels and tattoos — all housed in pink packaging. Products, such as Do It Up Hair Mascara and Have It All Eyes, Lips and Face Palette, range from $2.99 to $6.99.

The bath line, found in Target’s 48-foot bath and body section, does not feature a brand name. Its products take cues from specialty lines like Lush.

This story first appeared in the March 17, 2006 issue of WWD. Subscribe Today.

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