Target Taps Influencers to Woo Gen Z, Boost Beauty Offerings
What’s new: Target has been seeking to woo Gen Z shoppers by partnering with influential content creators on exclusive SKUs and promotions, while also seeking to bolster its beauty offerings with a focus on emerging brands with diverse founders. The retailer is meeting both goals with the exclusive launch of Tone in July.
Why it matters: Tone was created by AMP (Any Means Possible), a group of YouTube and Twitch content creators with more than 1 billion followers across their channels. Their members often talk about their personal care routines, and the launch is meant to tap into the growing men’s personal care industry. The brand launched direct-to-consumer in February before making its brick-and-mortar debut at Target on July 6.
What we saw: An endcap at Target touting Tone as “new & only at Target” stocks the line of 16 SKUs including $10 deodorant, $20 cologne and $12 body lotion. Shelf blockers depict the members of AMP in bathrobes using the products.
Additional support: Target spotlighted the brand’s launch on Instagram, linking to a brand showcase within Target.com. Tone has also touted its Target launch on X (formerly Twitter) and TikTok.
More context: Target has recently targeted Gen Z shoppers with the June launch of limited-edition exclusive SKUs from Joyride, the candy brand co-founded by YouTuber Ryan Trahan, and by stocking an exclusive hydration routine set from direct-to-consumer brand Bubble Skincare in February.
- 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.
