Target Showcases Laura Polko Products In-Store, Online
What’s new: Celebrity hairstylist Laura Polko launched a line of haircare products exclusively at Target in late December.
What we saw: A dedicated endcap in stores positions Laura Polko Los Angeles as offering “advanced, active haircare for professional results” and touts that the products are “new & only at Target.” The display is divided into anti-fade, plumping, fortifying and replenishing varieties of shampoo and conditioner, all priced at $11.99.
Other support: The brand has its own showcase within Target.com, which is spotlighted in the retailer’s hair care category page. Polko has promoted the launch on Instagram, where she announced on Feb. 2 the release of three new SKUs: leave-in conditioner, dry shampoo and a color protect hair mask. The brand has its own TikTok account, which has shown behind-the-scenes footage of the stylings for the models depicted in the display as well as Polko using her products to do singer-songwriter Marren Morris' hair before the Golden Globes on Jan. 5 in Beverly Hills, California.
Other category news: Unilever’s TRESemmé launched an A-List Collection exclusively at Target in February ahead of New York Fashion Week. The line includes smoothing cream, bonding oil and hairspray, all priced at $11.99. It is promoted alongside Laura Polko on the Target.com hair care page, which links to a brand showcase.
- 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.
