Target is set to launch a 70-sku personal care range named Smartly that caters to the mass market, which will launch on 14 October.
The budget range will feature items priced mostly under $2, with products such as body lotion, razor blades and soap. New products in the range will be rolled out in early 2019.
Mark Tritton, Executive Vice President and Chief Merchandising Officer, Target, said, “Where we see white space and an opportunity to bring Target’s guests something differentiated, we’ll go for it.
“The introduction of Smartly to our owned brand portfolio is another example of how we are listening to consumers and bringing them differentiated solutions to make their lives easier. Smartly is affordable, looks great and most importantly, gets the job done.”
The Target team worked with master perfumers to develop fragrances such as Blossom, Citrus Grove and Rain Shower, with the press release stating, ‘For Smartly, our team dug deep to pinpoint exactly what guests were looking for in essentials and personal care—namely, lower-priced options unlike anything Target has offered before (Smartly products cost approximately 70 percent less than similar products from national brands).’