Target Gets a Faux Eyelash Exclusive

Direct-to-consumer faux eyelash brand LoveSeen has launched a collection of 95% recyclable, vegan lashes exclusively at Target. The LoveSeen FeatherLift collection is stocked in stores on a dedicated endcap along with LoveSeen’s cleaning kit, application tool and storage box. Shoppers can scan a QR code on the display to use an AR experience to virtually try on the lashes, which range between $15.99 for a single pair to $24.49 for a 32-piece set of lash clusters. A brand showcase within Target.com shares a promotional video from LoveSeen founder Jenna Lyons. The brand has introduced individual SKUs from the collection with Facebook and Instagram updates directing shoppers to the retailer for purchase. LoveSeen's FeatherLift lashes at Target are more affordable than most items on LoveSeen.com, where a single pair of lashes ranges from $18.50 to $20.50. The lashes at Target all appear to have different styles than their DTC counterparts, though a version of LoveSeen's "Fern" lashes in a brown/black shade is available in the FeatherLift collection for $2.51 less. Target also merchandises LoveSeen's cleaning kit, lash tool applicator and box for up to $6.01 less than the DTC site. (The main difference between LoveSeen lashes at Target and on the DTC site are the materials sourced. The partnership also let the brand meet a new level of production for the lashes resulting in a lower cost at the mass merchant.) LoveSeen's FeatherLift collection launched at Target in February as part of a major category expansion that brought nearly 40 beauty brands to stores or Target.com, with an emphasis on SKUs that would qualify for the Target Clean standards. LoveSeen in September paired with another digital-native brand that partners with Target as its exclusive brick-and-mortar retailer for a promotion giving away a free pair of FeatherLift lashes with a purchase on OdeleBeauty.com or a mini bottle of Odele’s leave-in conditioner for LoveSeen.com shoppers. LoveSeen plugged the incentive with a Sept. 19 Instagram update. Click here to read more about Target's vendor relationship strategy.

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