Dwayne Johnson Launches Personal Care Brand at Target

Actor and wrestler Dwayne “The Rock” Johnson launched his Papatui men’s personal care brand exclusively at Target stores on March 10.A table display depicting Johnson merchandises the collection in Target personal care departments. Touted as “dermatologist tested skin care that works,” the line comprises 22 SKUs priced from $7.99 to $9.99 including bar soap, antiperspirant, tattoo balm and body lotion. The collection is also available on Target.com and the brand's direct-to-consumer site Papatui.com. "People have asked me about my skin care for years, and people know that I'm a big advocate for all men to take care of themselves, inside and out,” Johnson said in a statement. “Men's wellness will always be very important to me, and I've been lucky enough to have access to some of the best resources and minds when developing Papatui. Together with industry experts, we committed to create products that work and deliver the quality and value that all hard-working men deserve.”Target plugged the launch with multiple email blasts that linked to a brand showcase within Target.com. Johnson made surprise appearances at Target stores in Memphis, Tennessee, where he gave away bags of product, and Times Square, New York, where Papatui is advertised on a digital billboard. Facebook, TikTok and Instagram posts support the launch."Papatui is an amazing brand offered at exceptional prices, and I'm incredibly proud of the partnership that went into this launch," Rick Gomez, Target executive vice president and chief food, essentials and beauty officer, said in a statement. "Dwayne and the Papatui team spent time and worked closely with us at Target to help deliver a range of high-quality, clean products that I think shoppers will absolutely love."Target regularly pursues celebrity-driven exclusive brands as a way to build buzz and differentiate itself from the competition. In October, Gwyneth Paltrow launched Good.Clean.Goop at both Target and Amazon and Rihanna’s Fenty Beauty cosmetics rolled out to Ulta Beauty at Target in-store shops.