Target Touts Goodfellow & Co Grooming SKUs

Cyndi Loza
Associate Editor, P2PI
Cyndi Loza profile picture

Target is shining a spotlight on its new assortment of men's grooming SKUs from private label Goodfellow & Co.

Known for men’s apparel and accessories, Goodfellow & Co has now expanded to also include more than 30 men's grooming SKUs such as a manicure kit, beard oil, hair styling pomade, 2-in-1 shampoo and body wash, face lotion, and moisturizing bar soap. The SKUs rolled out to Target's 1,830-plus stores and on May 19 and range in price from $3.99 to $16.99.

In stores ahead of Father's Day on June 16, the Goodfellow & Co grooming SKUs enjoyed secondary merchandising space via a dedicated endcap outfitted with side panels communicating the brand is "now in grooming" and shelf trays stocking items for "beard," "face," "hair" or "body." Shelf talkers and glorifiers continue to tout the grooming SKUs in stores. A June 9 circular feature, May and June "A Bullseye View" posts, and a May 23 Facebook update also plugged the new SKUs.

The Goodfellow & Co grooming collection was designed to help men streamline and simplify their personal care routines, according to a May 17 "A Bullseye View" post. Personal care items in the line also contain scents derived from nature-inspired ingredients such as "Spiced Ginger and Rum" and "Blue Sage and Tonka," and were formulated with plant-based ingredients.   

“Our Goodfellow & Co guest loves the brand, and with the introduction of a grooming assortment it’ll become even more of a one-stop-shop for those guests,” said Mark Tritton, Target executive vice president and chief merchandising officer, in the May 17 post. “Grooming is a growing business and we’ve seen a new level of demand for specialty, premium products. Goodfellow & Co grooming was created to better meet that demand with products that we can ensure are effective and affordable.”

On track to be a nearly $1 billion brand by 2020, Goodfellow & Co has seen an amazing response since its launch in the fall of 2017, Tritton said during a 2019 first-quarter earnings call in May. "Given that men are increasingly doing their own shopping for grooming and personal care items, we want to ensure that Target is their destination for those categories," Tritton said during the call. "The assortment here features more than 30 products … positioned about 20% lower than comparable men's premium brands."

NOTE: For more images from 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 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