Furthering its strategy of giving digital native brands an in-store presence, Target is again teaming up with Harry's, Inc. to exclusively stock SKUs from the manufacturer's new women’s body care brand Flamingo.
Launched in October 2018 via shopflamingo.com, the razors (available in mint-, taro- and pomelo-colored handles), body lotion, shave gel as well as fragrance-, dye- and cruelty-free body wax kits this week rolled out to Target's 1,830-plus stores and target.com. The SKUs range in price from $4.99 to $9.99 on target.com and in Target stores. Shopflamingo.com sells the same SKUs for a penny more, as well as a shave set comprising a razor handle, two German-engineered razor blade cartridges, 1-ounce shave gel, resizable pouch and 3-ounce body lotion.
In stores, Flamingo SKUs enjoy secondary merchandising space via dedicated endcaps outfitted with a header communicating the products are “new at Target" and "all under $10." A promotional page within target.com, and Feb. 4 Twitter and Facebook updates support.
Target first partnered with Harry's in 2016 to exclusively stock the most popular SKUs from the company's shaving product subscription service and men's grooming brand Harry's (which has since also expanded its presence to Walmart), and has increasingly teamed with digital native brands — including Procter & Gamble's Native, Casper Sleep and Quip — to give them an in-store presence.
“Target is always looking for exciting digitally native brands to bring to our guests,” said Christina Hennington, Target's senior vice president of beauty, essentials, hardlines and services, in a Feb. 4 "A Bullseye View" blog post. “First Harry’s launched in 2016, wowing our male guests, and now we can’t wait for our female guests to try Flamingo, the new line of shave and wax products created specifically for their needs.”
Flamingo's brand name is a nod to the one-legged pose people make in the shower to shave their legs. The brand was created to offer shoppers "Harry’s-quality products designed for the ways women were actually using them — like on their legs, underarms and bikini lines," according to the brand's site.
“We created Flamingo because there wasn’t a women’s body care brand we could relate to,” said Allie Melnick, general manager of Flamingo, in the blog post. “We're excited to partner with Target to give more women accessibility to great products and continue expanding the honest dialogue around body care.”
NOTE: For more images of Flamingo's launch at Target, visit p2pi.org. 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.
Cyndi Loza is managing editor, member content, for the Path to Purchase Institute. She has been a member of P2PI's editorial team for more than seven years, covering retailers including Target, 7-Eleven, The Home Depot and Dollar General. Read More