Coming this August to a Target store near you are three, more affordable versions of designer cosmetics collections by Jemma Kidd, Pixi Cosmetics, and Napoleon Perdis. The reason for the push, according to consultant Allan Mottus, is that "Target is not doing well in mass beauty." Aside from Sonia Kashuk, a brand that they have a financial relationship with, the beauty department is not being properly maintained.
Prepare yourself to see TV, print, and online ads promoting the new brands along with in-store testers to encourage shopper interaction with the products. Each of the brands have modified their collections for the mass appeal, however they claim to remain similar to the coveted designer products.
- Jemma Kidd's line, JK Jemma Kidd has a heavy fashion inspiration with products ranging from $14 to $36.
- Napoleon Perdis' line, NP Set will consist of 85 products housed in white packaging with the phrase "What's in it for me?"
- Pixi Cosmetics' line, Pixi by Petra (Petra is the name of one of the founding sisters) stands by its good-for-your-skin angle and will sell products ranging in price from $12 to $39.