Gillette, Vera Bradley Collection Rolls Out to Target

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Gillette, Vera Bradley Collection Rolls Out to Target

By Cyndi Loza - 04/24/2019

Target is exclusively stocking a collection of special-edition razors and shaving accessories from Procter & Gamble's Gillette Venus sporting a print from luggage and handbag design company Vera Bradley.

The Vera Bradley + Venus collection rolled out to Target stores and on April 7. It includes a razor handle and "Blushed Bloom"-scented shaving cream depicting the popular "Daisy Dot Paisley" pattern found on Vera Bradley bags and travel accessories. In stores, the items are stocked on endcaps outfitted with signage positioning the SKUs as new at the retailer and employing the Vera Bradley pattern. 

"The collection is being supported by a multifaceted marketing plan that includes digital, social and PR elements," Kara Buckley, P&G's head of global grooming communications told P2PI. "The in-store experience brings to life the design experience of this collection and will consist of a beautified shelf space dedicated to the lineup, in addition to endcap display and in-store marketing."

When asked why the brand decided to partner with Target to launch the collection, Buckley said in an email that the retailer is "known for bringing form and function together into sensorial shopping experiences and smart product designs that are accessible and affordable to all. They were the perfect retail partner to bring this first-ever designer razor collection to the market."

The mass merchant regularly receives exclusive products and launch windows from manufacturers, most recently for Unilever's Love Home and Planet household items and Welly Health PBC's Welly first-aid SKUs. Continuing its strategy of giving digital native brands an in-store presence, Target also began exclusively stocking Procter & Gamble's Native deodorants in September. (Native recently expanded to Walmart stores.)

Last month, P&G also launched a new shaving brand dubbed Joy exclusively at Walmart.

NOTE: For more images from Target, visit Path to Purchase Institute members have access to more than 6,500 images and 1,170 articles of marketing and merchandising activity at Target, along with a full Retailer Profile outlining the chain’s operations and strategies.

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