Last year, Target made its first foray into private label brands with the debut of its Defy & Inspire nail polish line. With a wide range of shades to choose from and fun names inspired by reality TV, the line has been a big hit among millennial consumers.
Target's Defy & Inspire nail polish line includes 38 shades, a topcoat and a clear base. What sets the collection apart from other brands is not just the impressive selection of on-trend shades, but also the branding of each nail polish. Instead of cute and quirky labels, Target has given each polish a name inspired by a popular reality TV show. This means that fans of 'Laguna Beach' can pick up a bottle of pale periwinkle polish, while those who love 'Toddlers and Tiaras' can sport a nude pink manicure.
The cheeky branding for the Defy & Inspire line shows how Target is making an effort to speak to the millennial consumer by combining two popular pastimes: painting one's nails and binging reality TV shows.
In-House Nail Polish Brands
Target’s Defy & Inspire Nail Polish Line Features a Wide Range of Hues
Trend Themes
1. Private Label Brands - Exploring the concept of creating in-house brands for specific products can provide a competitive advantage and attract consumers.
2. Customized Branded Products - Personalizing products with unique branding elements, such as reality TV show-inspired names, can resonate with consumers and create a memorable experience.
3. Millennial Consumer Appeal - Understanding the preferences and interests of millennial consumers, such as their love for reality TV, can lead to innovative product offerings that resonate with this target market.
Industry Implications
1. Beauty and Cosmetics - The beauty industry can explore the concept of creating in-house nail polish brands with unique branding elements to attract consumers.
2. Retail - Retailers can capitalize on the trend of personalized and customized branded products to create unique offerings that stand out in the market.
3. Entertainment - The entertainment industry, specifically reality TV shows, can explore partnerships with beauty brands to create limited-edition products inspired by popular shows.