A first-time skincare brand looks to make an impact
A new skincare brand with no track record wanted to launch into Target’s skincare category. Backed by an established beauty incubator, the team had a singular goal: make an impact from day one. The timing lined up with Target’s skincare reset, a window of opportunity when the whole category was up for grabs and significant shelf space was winnable.
No history, no guarantee of shelf space
A crowded skincare aisle doesn’t make much room for new brands to prove themselves. The brand needed premier placement fast, in a category where established names already had the endcaps. And it needed a strong financial deal that would leave room to fund substantial marketing before a single bottle sold.
Exclusivity, colorful in-store displays, and a deal built to power the launch
The Stable’s retail sales and strategy team negotiated a two-year Target-exclusive deal that included secondary placement for 75% of the first year and strong Target marketing support across multiple channels. With Target’s teams excited about the new brand, we were able to work directly with Target’s core merchant and fixture teams to build eye-catching in-store secondary placement displays. The deal’s favorable financial terms freed the brand to invest significantly in external marketing tactics.
One of the fastest-growing skincare launches Target has seen in years
With the deck stacked in its favor, in just 6 months the brand already held 1.3% share of Target’s entire skincare category and ranked 13th among every skincare brand on Target’s shelves, representing one of the most successful recent new skincare launches at Target. That’s rare air for a brand with zero prior retail track record.
