DTC Brand Winky Lux Rolls Out to Target
Direct-to-consumer beauty brand Winky Lux recently rolled out a collection of its cosmetic and skincare SKUs to Target stores, where they enjoy secondary merchandising space via unique, dedicated endcaps with eye-catching signs.
Winky Lux recently partnered with the mass merchant to bring 68 of its 150-count product line to Target stores and Target.com, according to Adweek. Ranging from $8 to $30 in price, the Winky Lux SKUs include moisturizing face gel, eyeshadows, lip oil, eyeliners, lip stains and lipsticks. In stores, the items are stocked on a dedicated endcap outfitted with:
• a pink neon sign communicating the brand name over a header of faux white and pink flowers,
• a lenticular sign depicting a person applying lip stain, and
• a huge lipstick facade that plugs the items as cruelty- and paraben-free.
Winky Lux joins the roster of digital native brands and companies – including Myro, Harry’s Inc., Quip and Procter & Gamble’s Native – that have partnered with Target to enjoy an in-store presence, usually through dedicated endcaps.