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02/11/2021

Target gets P&G hair-care exclusive

Screenshot from Instagram

Procter & Gamble's Native recently launched its first-ever hair care line exclusively at Target, strengthening its long relationship with the retailer.  

Native rolled out 16.5-ounce shampoos and conditioners, and a 6-ounce hair mask to Target stores and target.com on Feb. 1. While the hair mask is only available in an "almond & shea butter" scent, Native shampoos and conditioners are available in three scents and are each formulated to address a different hair-care concern: 

  • "coconut & vanilla moisturizing" is intended to "gently cleanse, replenish moisture."
  • "cucumber & mint volumizing" aims to provide "weightless lift" and a "great clean."
  • "almond & shea butter strengthening" promises to fortify hair, and help restore and repair tresses.

Priced at $8.99 each, the line is positioned as free of sulfates, parabens, silicones, and dyes; vegan; cruelty-free and made with just 10 ingredients. Native has plugged the line's arrival at Target with Facebook and Instagram updates as well as a Feb. 1 email blast. It is unclear if and when the line might expand to the brand's direct-to-consumer site nativecos.com or other retailers.

The Native hair care line comes on the heels of the launch of customizable shampoos and conditioners from DTC brand Function of Beauty at Target. However, while Function of Beauty shampoos and conditioners encourage shoppers to customize hair care SKUs, Native wants to give shoppers simple options.

"There are so many options out there when it comes to hair care and even more do's and don'ts which can become overwhelming," said Vineet Kumar, Native chief executive officer, in a media release. "We launched this collection so choosing a hair product doesn't have to be. These products deliver all the amazing benefits you want and need through an effective, clean formula in the signature Native scents we know and love."

Screenshot from YouTube

In related personal care activity, Target recently began carrying Native x Jungalow, a limited-edition deodorant and body wash collection, in stores and online. The line launched on Jan. 5 on nativecos.com before rolling out to Target on Jan. 31. The collection is available in scents such as "palm leaf & bergamot," "paradise flower & amber," and "sandalwood & fig."

Native and Target have a long-standing relationship. Before Native deodorants rolled out to retailers such as Walgreens and Walmart, Target became the first to exclusively stock the brand's signature product at its stores in 2018. The retailer has since partnered with the brand on various incentives, promotions and exclusives.