Brand Watch: Garnier, Cambridge, Rifle Paper Co.

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12/16/2021
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brand watch walmart

Garnier Hair Care Line Rolls Out to Walmart

L’Oreal USA’s Garnier launched a new scalp-focused hair care line in October exclusively at Walmart.

The Garnier Fructis Pure Clean Hair Reset collection rolled out to Walmart.com and more than 4,200 of the mass merchant’s 4,743 stores. It comprises a hydrating serum and conditioner, an anti-residue scrub, and shampoos for hydrating, clarifying or rebalancing hair and scalps. Priced at $6.97 each, the six products enjoyed secondary merchandising space in Walmart stores via a dedicated endcap display that touted the line’s ability to remove residue from hair and skin.

“We are seeing skincare influence the hair care category now more than ever,” Alanna McDonald, Garnier president, said in a media release. “Our consumers are interested in hair care products inspired by their everyday skincare because they know those ingredients deliver on clean. The new Pure Clean Hair Reset collection includes products that contain popular skincare cleansing ingredients like charcoal, and micellar agents to address everyday build-up from styling products, gels and dry shampoo.”

Garnier promoted the launch with a 15-second TV spot and multiple Instagram updates, some of which depict beauty influencers sampling the SKUs. Additionally, Garnier ran Ibotta rebates, as well as Facebook updates and Google search ads.

Walmart has had a close partnership with Garnier, previously piloting the brand’s virtual hair shade selector augmented reality tool at 10 stores in 2019. The new extension is the latest move in Walmart’s efforts to woo Gen Z shoppers with its unique beauty and personal care offerings, which also include new exclusives from Bubble and Uoma Beauty.

“We have a long-standing relationship with Garnier, and their brand is one our customers know and love,” Musab Balbale, Walmart vice president, beauty, said in the release. “It was important for us to collaborate on an exclusive product line to meet the needs of our Gen Z customers and reinforce our commitment to all customers. The launch of the Fructis Pure Clean Hair Reset collection expands our selection of on-trend products with sophisticated formulas and ingredients that deliver impressive hair and scalp benefits at an incredible value.”

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brand collab Target

A Brand Collab at Target

ACCO Brands’ Cambridge teamed up with stationery and lifestyle brand Rifle Paper Co. to launch a collection of planners and office accessories exclusively at Target.

The Rifle Paper Co. for Cambridge Collection comprises more than 30 products, including notebooks, pencils, planners and scissors that sport bright floral designs, which is Rifle Paper’s signature aesthetic. Ranging in price from $3.99 to $28.99, the collection rolled out to Target.com and Target stores on Oct. 13. In stores, the SKUs enjoy secondary merchandising space via an endcap. An Oct. 16 Instagram update from Rifle Paper and a promotional page within Cambridge’s website (MeadCambridge.com) also supported the launch.

“When designing the Rifle Paper Co. for Cambridge Collection, we were inspired to bring moments of beauty to everyday tasks,” said Anna Bond, Rifle Paper Co. co-founder, in a media release. “We created a collection of everyday and giftable products that allows customers to express themselves with bold colors and bright florals, but is also full of functional details that make organization easy and inspiring. Lemons, hearts and charming floral designs bring this collection of planners, calendars and desk accessories to life.”

The collection is the latest exclusive collaborative line Target has secured from Rifle. Rifle and Procter & Gamble’s Venus created a limited-edition six-SKU collection of razors, razor blades and shaving cream that launched at Target in July.

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