Baby Care Brand Proudly Rolls Out to Target

Target has become the exclusive retail partner of Proudly, a direct-to-consumer skincare brand for melanated babies created by actress Gabrielle Union and former NBA star Dwyane Wade. Inspired by Union and Wade's daughter, Kaavia, Proudly launched in the spring via DTC site Proudly.com and includes diapers, wipes, baby wash, diaper creams and balms. Ranging from $6.99 to $19.99 in price, the entire lineup rolled out to Target stores and Target.com in September and aims to embrace and celebrate babies of color and their skincare needs. In stores, the line is merchandised on a dedicated endcap display outfitted with a header communicating the brand's name — using a heart where the “o” belongs — and that the SKUs are new at Target. The endcap employs the same light blue and gold colors and creative found on the line's packaging depicting animals and mountains in the distance against a gently setting sun. The display also spotlights a family picture of Union, Wade and Kaavia, prominently framed in a heart alongside a note from the couple that reads, “Inspired by all the melanated babies with beautiful skin hues from diverse ethnicities – made for us, by us.” Co-created by dermatologist Dr. Naana Boakye, the line is intended to be an affordable option for parents and caregivers. A brand showcase within Target.com plugs the brand's affordability and details how to use the products for moisture layering, a calming bath and bum care. The page also encourages shoppers to support Black-owned brands and e-commerce pages for all Proudly products have "Black Owned or Founded Brand" designations from the retailer. A Sept. 14 email blast from Target plugged the brand's arrival and directed shoppers to the showcase. Additionally, Target shoppers received a $20 store gift card with the purchase of $100 worth of product during the in-store launch in September. (The offer has since expired.) "What's new with Proudly is making the products as accessible as possible, and the best way to do that is through the retail space,” Union said in an interview with Dotdash Meredith's Parents. “And partnering with Target was a no-brainer because they have ‘Black Beyond Measure’ initiatives. Not only walking the walk, but they are also talking the talk.” Proudly has used Facebook, Twitter and Instagram to drum up support for the brand's availability at Target and Proudly.com. The brand’s Facebook page highlights the products, packaging, DTC deals and the new partnership with Target, as well as visuals, imagery and the babies themselves used in the line’s advertising and merchandising throughout the path. The Wade family appears in updates as well for educational purposes, new product introductions and multiple Target trips. The brand’s Instagram page offers many of the same visuals and product callouts, as well as in-market programs happening across the country (a recent one for a pop-up diaper distribution event in partnership with the Miami Diaper Bank), customer reviews, #FamilyFridays shoutouts that connect the brand with consumers across the country, television interviews with Union and Wade, and live events. Proudly.com promises shoppers 15% off the first month of a diapers and wipes subscription, along with other limited-time promotions and values. The brand uses its site to educate consumers, both on the specially formulated ingredients that are in its wide range of products, as well as ingredients that are purposely not included in the formulations. Proudly also depicts social media activity on its DTC site — an important tactic for the company since the inspiration behind the brand was Kaavia, who was earlier recognized as a social media influencer baby, and the gap the couple saw in the marketplace when shopping for melanated baby skincare products. “We’re focused on creating high-quality, affordable baby care products specially formulated to meet the needs of babies and children of color who are more prone to skin concerns like general dryness, eczema, cradle cap and acne,” said Pamela Cholankeril, Proudly’s president, in a media release. “Our children should know they are an inspiration and should feel loved and empowered. We are not just a brand made for us; we are a brand made by people of color. I’m thankful for our partnership with Target and their commitment to making a diversely-run brand like Proudly more accessible to our consumers."

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