Goody Tru Line Debuts Exclusively at Walmart

Goody, a more than 100-year-old hair accessories and tools brand, launched an exclusive line at Walmart in February. The Goody Tru collection, designed by three multicultural female artists, is the largest and first-ever collaboration for the brand. Goody partnered with the artists to design a collection spanning brushes, claw clips, headbands, barrettes, scrunchies, elastics, hair charms and scarves — inspired by women of all ages, hair types and cultures. The products feature designs from Reyna Noriega; the dance trio Let It Happen (sisters Norah, Yarah, and Rosa Mukanga); and Luisa Salas, also known as "Hola Lou." The 60-plus-piece collection reflects the personal style of each of the artists, from vibrant Caribbean-inspired hues to bold geometric shapes to retro vibes, and was designed and created to empower the inner artist in all consumers. In Walmart stores, a dedicated endcap in the beauty and personal care area was topped with the Goody Tru logo and the collection's tagline, “Their artistic vision. Our innovation. Styled by you.” The collection was merchandised together, but distinguished by artist, with pictures of each artist. The endcap, which celebrated individual style and self-expression for all, stayed up at Walmart through April, at which time the collections were integrated into wall space. Social media efforts have included Goody branded YouTube videos introducing the Goody Tru collection and each of its artists. A Walmart.com banner ad introducing the line and touting "Hair accessories with an artistic twist" shows the artists above all the available products. Furthermore, the company, its artists and influencers alike have been using Instagram reels and TikTok to share more information about the collections, special events such as a painting class with Noriega in Miami, and styling ideas. Videos on Facebook started teasing the collection in September 2022, announcing the partnerships with the artists and teasing consumers to stay tuned. The Goody Tru products are priced between $3.98 and $11.98.

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