Sustainable Unilever Brand Debuts at Target
Target recently enjoyed an exclusive launch window for a new line of plant-based fabric care, dish wash and surface cleaner SKUs from Unilever.
Love Home and Planet household items rolled out to Target stores and target.com in January in scents such as "Lavender & Argan oil" and "Coconut Water & Mimosa Flower." Like its personal care sister-brand Love Beauty and Planet, the home care brand boasts SKUs that are formulated with cruelty-free vegan ingredients and scents that are derived from sustainably sourced essential oils through a partnership with Swiss fragrance house Givaudan.
In stores, account-specific shelf trays positioned on endcaps stocked the SKUs while communicating that the items are new or "new & only" at Target. The merchandisers also positioned the SKUs as "derm tested," recyclable, plant-based and free of parabens, phosphates and dyes. Multiple Twitter, Instagram and Facebook updates from the brand also supported, communicating that the SKUs are available at Target.
Love Home and Planet rolled out nationally in March to retailers including Walmart, Kroger, Harris Teeter and H-E-B. "Each of our retailers play an essential role in distribution of the collection given the range of geographic location, retail strategy, point of sale at digital or brick-and-mortar and consumer shopper profiles," Sonika Malhotra, global brand director at Unilever, told P2PI.
"Our products are promoted at all retailers through targeted shopper activities," Malhotra added. "Our team leverages significant data and shopper insights to craft messaging and promotions, ensuring that each assortment meets a particular shopper need or benefit. We also employ product-based outreach through media and influencer activations in addition to driving forward our purpose mission as a 'masterbrand' in partnership with Love Beauty and Planet.”
Though the brands are in different categories, Love Home and Planet is meant to be a follow up to Unilever's successful, Millennial-focused natural and sustainable hair and skin care brand Love Beauty and Planet, according to the manufacturer's 2018 annual report. “Beauty has expanded to ‘in me,’ ‘on me’ and also ‘around me,’ and we have natural products to thank for that," Malhotra told Glossy. "First, natural was about what went inside of you, but now, it is about your skin care, hair care and body care, and we think the ‘around you’ piece is the next step.”
Target regularly enjoys exclusive launch windows, most recently for Welly Health PBC's new first-aid brand Welly. The retailer also gave Method’s environmentally conscious line of cleaning sprays and dish soaps its big break in 2002 when it stocked the SKUs in 90 Target stores before the products expanded nationwide following an overwhelmingly positive response.
NOTE: For more images of this product launch at Target, visit p2pi.org. Path to Purchase Institute members have access to more than 6,500 images and 1,170 articles of marketing and merchandising activity at Target, along with a full Retailer Profile outlining the chain’s operations and strategies.