P&G Rolls Out New Sustainable Brand at Target

Cyndi Loza
Managing Editor, Member Content, P2PI
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Procter & Gamble indirectly tied in to April's designation of Earth Month this year by launching a new plant-based household essentials brand exclusively at Target. 

The 14-SKU NBD. line encompasses dish soaps, multipurpose cleaning sprays, foaming hand soaps, candles and room fresheners in "lavender & rosewood" or "yuzu & orange" scents as well as laundry detergents and fabric conditioners in the lavender & rosewood scent or unscented. The items rolled out to Target stores and boasting a formula comprising 70% to 95% plant-derived ingredients. Most items are packaged in recycled plastic and the laundry detergents and fabric conditioners, specifically, use 50% less plastic packaging per ounce versus a typical 50-ounce laundry detergent bottle. It is unclear if NBD. items will roll out to other retailers. 

P&G first inadvertently revealed the launch of NBD. in 2018 when, according to Ad Age, the manufacturer filed for trademarks on household and personal-care use of LOL, WTF, NBD and FML. This year on April 8, the manufacturer and Target deployed an email blast to members of the partners' "Inner Circle" online community introducing the brand and underscoring the SKUs' plant-based ingredients and sustainable packaging. A promotional page on and an April 5 Instagram update and video also plug the SKUs, positioning them as new and only at Target.

The aforementioned Instagram update tied in to the ongoing COVID-19 pandemic by encouraging shoppers to "stay safe, stay healthy, and clean on!"

In other coronavirus moves, Target also seems to be forgoing running the car seat trade-in event it usually hosts during Earth Month. During the event, shoppers are typically encouraged to drop off a used car seat at dedicated dump bins positioned near guest service counters to receive a coupon for a new car seat, booster seat, car seat base, travel system or stroller. However, no Target in-store 2020 events are planned at the moment as the pandemic and shelter-in-place orders continue. 

In related news, the retailer recently teamed with P&G to roll out an exclusive, limited-edition Olay Whip gift set designed by international mural artist Kelsey Montague. The gift set is only available on and comprises a Whip SPF 25 face moisturizer, 12 mini markers, and a ready-to-color box and stickers. A Feb. 25 email to Inner Circle members plugged the gift set.