Target has been successfully carrying off their “masstige” campaigns for several years now, with home furnishings from Michael Graves and Cynthia Rowley, handbags by Devi Kroell and Hollywould, and clothing from Luella Bartley, Stella McCartney and Proenza Schouler, to name a few examples.
Napoleon Perdis for Target
And we love that we can now pick up natural bath/body goodies—from brands such as Burt’s Bees, Juice Beauty, Kiss My Face, Dr. Bronner’s and Weleda—at Target. And under Target’s “Design for All” banner, makeup artist Sonia Kashuk offers makeup, beauty tools and perfume.
At the end of this month, Target will add three more prestige brands to the beauty aisle: JK Jemma Kidd, Napoleon Perdis and Pixi. According to an article from Women’s Wear Daily (re-posted here at The Fashion Spot), these brands are currently offered in only a few venues such as Bergdorf Goodman, Neiman Marcus or in specialty boutiques.
Items in the Napoleon Perdis line will sell for $12-$30, according to an article on HAPPI. (HAPPI also reports that celebrities such as Evangeline Lilly, Rose McGowan and Amanda Bynes are fans of Napoleon Perdis’ products.) The prices stated in WWD for the Jemma Kidd line range from $14 (eyeliner) to $36 (eye palette). (For comparison’s sake, cosmetics from Kidd’s line at Neiman Marcus sell for $20 to $75.)
Evangeline Lilly is reportedly a Perdis fan.
Will women who shop at Target (myself included) be willing to pay prestige beauty prices in a discount-store setting? Target hopes to encourage us to do so by offering in-aisle testers with these new lines.
On one hand, if I’m paying “prestige” prices, I kinda want the prestige experience to go along with it: a lady in a black smock who shows me the exact shades that match my skin tone, lets me test everything, even gives me a free makeover and dispenses copious samples. On the other hand, I’ve been happy with the Sonia Kashuk items I’ve tried, so if the quality of the products remain high (and it must at those prices), I would be willing to give any of these lines a shot. I’ll post again when these products show up in my local Target, as they should later this month.
For more product photos, visit nylonmag.com.
Beauty Crucible 