E.l.f. Launches 'Retro Paradise' at Target

Cyndi Loza
Managing Editor, Member Content, P2PI
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Target is shining a spotlight on a new, exclusive cosmetics collection from TPG Growth's e.l.f. with in-store displays that advance the brand's initiative to improve assortment presentation and navigation at shelf. 

The 11-piece e.l.f. Retro Paradise collection rolled out to Target stores and earlier this summer and includes a five-piece brush set, lip glosses, body oils, an 18-piece eyeshadow palette and liquid glitter eyeshadows. Ranging from $4.99 to $20 in price, the limited-edition, tropical-inspired collection is also available on

In stores, floorstands, decals affixed to table displays and endcap displays position the line as "new & only at [Target]." Google search ads, a video on the retailer's YouTube channel (see below) and a promotional page on also plug the new SKUs. 

The in-store e.l.f. Retro Paradise displays are a result of the brand's ongoing "Project Unicorn" initiative to improve assortment presentation and navigation at shelf. "We successfully executed phase three of Project Unicorn this past spring with better visual merchandising," said Tarang Amin, e.l.f. Cosmetics chief executive officer, during e.l.f.'s earnings call in August for its first quarter 2021, which ended June 30. "We shipped to Target new Unicorn displays and flex towers for Retro Paradise. We continue to see the blurring of the physical and digital realms as excited consumers share their in-store experience with TikTok video creations, including this one, which quickly garnered 130,000 views."

Amin also noted that the collection is the result of e.l.f’s Beautyscape 2019 competition, which gave rising beauty enthusiasts an opportunity to compete in the Bahamas for a chance to create a collection with e.l.f. "The winning team, the GlamGals, and e.l.f. have been on an amazing journey together from the birth of the concept in the Bahamas to the shelves at Target," Amin said. "This collection is proving right now, more than ever. We all need a passport to paradise."