Unilever Launches Textured Hair Brand at Target

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Unilever Launches Textured Hair Brand at Target

By Cyndi Loza - 02/29/2020

Target is stocking a new, exclusive line of textured hair care products targeting Gen Z multicultural women from Unilever’s Sundial Brands subsidiary.

Emerge products recently rolled out to Target stores and Target.com, encompassing six moisture-rich SKUs to cleanse, hydrate, treat and style curly or coily textured hair. Priced at $6.99, Emerge items are infused with pequi oil and almond milk, and formulated without sulfates, parabens, phthalates, silicones, mineral oil, petrolatum or dyes. 

In stores, the SKUs get the spotlight on shelf trays positioned on endcaps that sort the items by those intended to “cleanse & hydrate,” treat and style. A banner ad and promotional page within Target.com supported the activity.

Unilever tapped Sundial’s knowledge of Gen Z and multicultural beauty to launch the line. “Gen Z women want to style their hair boldly and change up their look often without worrying about frizz or flyaways,” Nicola Chung, Sundial Brands senior director of innovation and Emerge lead, said in a media release. “Our formulas are powered by nature and inspired by our consumers to allow them to style their hair as creatively as they would like without the added stress whether they are hitting the stage or the classroom.” 

To spread brand awareness, Emerge assembled an “Emerge Creative Collective” comprising influencers “with diverse hair types, styles and creative passions,” according to the brand. The influencers include professional ballet dancer Erica Lall, LGBTQIA activist Jessica Zyrie and musician Tonina Saputo.

“We’re committed to reaching 100,000 young women nationwide by 2025 to help them emerge their true, authentic and creative selves,” said Unilever executive Soumya Donkada. “Our partners will enable us to help young women gain access to networks, experiences and resources they need to succeed in their creative endeavors no matter how they define creativity.”