P&G Gives Target Another Exclusive Line

Cyndi Loza
Managing Editor, Member Content, P2PI
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a bunch of items that are on display in a store

Target is exclusively carrying a collection of special-edition razors and shaving accessories from Procter & Gamble's Gillette Venus designed by lifestyle brand Rifle Paper Co.

Recently made available on and in Target stores, the Gillette Venus x Rifle Paper Co. collection is a curated selection of Gillette Venus’ fan-favorite products that sport Rifle Paper's signature, hand-illustrated floral designs, according to a media release from P&G. Ranging in price from $6.99 to $19.99, the collection includes:

  • ComfortGlide "Sugarberry" razor blade refills ($19.99),
  • disposable razors ($6.99), and
  • "Pure Honeyflower" shaving cream ($5.99).

In stores, the line enjoys secondary merchandising space via shelf trays positioned on endcaps merchandising other Gillette products. In-line displays, and ads on directing shoppers to also support. 

“We are very excited to announce our collaboration with the purveyor of all things lovely, Rifle Paper Co.,” said Kara Buckley, head of global grooming communications at Procter & Gamble, in the release. “Our Gillette Venus team is deeply inspired by how Anna Bond, Rifle Paper Co.’s co-founder, is reimagining the traditional design process, breaking into unexpected categories — like beauty and grooming — and making gorgeous, functional products. The Gillette Venus and Rifle Paper Co. collection is about bringing beauty to everyday moments.”

“Gillette Venus is an iconic shave brand that for the past 20 years has designed and provided high-quality, customer-loved products for women," Bond said in the release. "We loved the idea of bringing our signature Rifle Paper Co. florals to a collection of favorite Venus shave products as a way to make everyday products both useful and beautiful.”

Gillette's collaboration with Rifle Paper is similar to the brand's 2019 partnership with luggage and handbag design company Vera Bradley, and it comes on the heels of another Target-exclusive P&G launch: a personal care line dubbed Quiet & Roar.