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07/19/2021

P&G Rolls Out Body, Mind Line at Target

Cyndi Loza
Managing Editor, Member Content, P2PI
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Target is exclusively merchandising a new personal care line from Procter & Gamble designed to help Gen Z shoppers relax. 

The Quiet & Roar body care collection rolled out to Target stores and target.com this month and encompasses essential oil-based body scrubs, lotions and washes. Priced at $8.99 each, the SKUs are certified cruelty-free by People for the Ethical Treatment of Animals (PETA) and made without dyes, phthalates or parabens. The brand boasts its products are made with scents expertly crafted to engage the sense of smell:

  • "Relax" in a lavender and spirulina scent, 
  • "Renew" in a lemon blossom and mint scent, 
  • "Awaken" in a peach and green tea scent (only available in a body wash),
  • "Soothe" in a coconut and banana milk scent (only available in a body wash), and 
  • "Revive" in a pineapple and kiwiberry scent (only available in a body wash).

In stores, Quiet & Roar SKUs enjoy secondary merchandising space via an endcap depicting dark, cosmic images mirroring the line's packaging. A promotional page on target.com and the brand's website (quietandroar.com) also touts the line and its exclusivity at Target. 

According to a July 13 media release from P&G, Quiet & Roar designed its collection in response to research from the American Psychological Association that revealed 91% of Gen Z consumers suffer from anxiety and are proactive in their search for wellness, but struggle to find the tools that enable them to better manage their mental health.

“We believe when you have the mental space to be the best version of yourself, you can give your best to the world and that all starts with how you take care of your body,” said Isabel Pimentel, personal care brand vice president at Procter & Gamble, in the release. “Creating mental space requires freeing our minds from the noise of everyday stressors and shifting our energy to soothe our soul. At Quiet & Roar, we are committed to creating products that engage your senses to help ease your mind while caring for your body.”

P&G regularly rolls out new, exclusive SKUs at Target, most recently also debuting hybrid cloth diapering system from Pampers.

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