Target Debuts 'Clean' Wellness Icon

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Target Debuts 'Clean' Wellness Icon

By Cyndi Loza - 03/15/2019

Target is rolling out a new visual icon to highlight products in stores and online that are formulated without a group of commonly unwanted chemicals.

A green "Target Clean" icon will appear on eligible product pages this month and within Target's 1,800-plus stores in April. The icon will be available within the retailer's household essentials, beauty and personal care, pet food and treats, and baby categories and will identify products formulated without specific chemicals, which vary based on the product category. Items with the Target Clean icon in cleaning products, for example, signifies the items are formulated without phthalates, sodium laureth sulfate, propylparaben and butylparaben.

“Our [shoppers] are increasingly interested in better-for-you products, and by introducing Target Clean, we’re able to help them identify products that meet their needs and save time,” said Christina Hennington, Target’s senior vice president, general merchandise manager, essentials, beauty, hardlines, and services, in a March 12 "A Bullseye View" blog post. 

Target Clean joins the list of about 23 "Wellness Icons" that the retailer began rolling out in recent years as a way to enhance a shopper's ability to make informed purchasing decisions in stores and online. The icons help shoppers identify SKUs that are, for example, organic, bio-based, planet-based, vegan, paraben-free, fair trade, non-GMO or grain-free. A full list of icons and their respective definitions is available at 

Online, SKUs such as Unilever's Q-Tips cotton swabs and SC Johnson's Mrs. Meyer's hand soap depict the Target Clean icon, among others, on their respective e-commerce pages. In stores, side panels and violators tout specific icons (varying by department) and direct users to look for the designations on the shelf. Account-specific violators from General Mills' Blue Buffalo in the pet department also employ icons that position the brand's SKUs as "natural" and having "meat, poultry or seafood as first ingredient." 

Steve Lafferty, senior director of health and wellness at Target, will share his insights on how brands can work with retailers to offer a better health and wellness experience for shoppers during a May 16 session at the Path to Purchase Summit in Fort Lauderdale, FL. For more information, visit the event's website.

NOTE: For more images of Wellness Icons at 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.

About the Author

Cyndi Loza

Cyndi Loza

Cyndi Loza is an associate editor of content for the Path to Purchase Institute. She has been a member of P2PI's editorial team for more than five years, covering retailers including Target, 7-Eleven, The Home Depot and Dollar General. Read More

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