Chillhouse Brings Exclusive to Target
What’s new: New York spa and direct-to-consumer press-on nail brand Chillhouse is enjoying the spotlight at Target, where it rolled out an exclusive color in January.
What we saw: An endcap in the beauty department of more than 600 Target stores touts Chillhouse’s Chill Tips as “new & only at Target” and positions the brand as offering “manis for all the moments” that are easy to apply and long-lasting. Sold for $15.99, the Target collection features 24 SKUs in colors that include Tipsy Tinsel, Passion Punch and Sea Siren. While most of the items are also sold through Chillhouse.com, a Sugar Baby SKU is only available at Target.
Additional support: Chillhouse touted its first Target endcap on Instagram and TikTok with posts featuring brand founder Cyndi Ramirez admiring the display. Consumers were encouraged to post a photo or video of the display from Jan. 8-29 for a chance to win a $5 to $500 store gift card. The sweepstakes was later extended through Jan. 31, with the $2,000 worth of prizes instead going to people displaced by the California wildfires.
More context: Chillhouse originally launched at 500 Target stores in February 2023. The brand promoted its debut with a monthlong sweepstakes on TikTok and Instagram awarding a $250 store gift card. Ramirez shared a series of videos on those channels featuring interviews with other women founders whose products are sold at the mass merchant, including Golde’s Trinity Mouzon Wofford and Nadya Okamoto of August. Chill Tips expanded to 1,000 Target stores in February 2024.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
