Target goes to great lengths to find guests' favorite beauty products. And that includes products for African American and Hispanic guests.
"Multiethnic guests have different hair care needs, and the buying power of this guest is huge," says Chakiera Felder, buyer, Hair Care. In fact, the buying power of the U.S. African American population is expected to reach $1.1 trillion by 2015*, and Hispanic buying power is estimated to reach $1.3 trillion in the same timeframe. That's why it's no surprise Target expanded its multiethnic Health & Beauty assortment during the past couple of years, Chakiera says.
Target's top multiethnic hair care brands include Shea Moisture, Kinky-Curly and Miss Jessie's. And we just added products from Camille Rose, Shea Radiance and Dark & Lovely Au Naturale. Many of these products were only available online or in specialty salons before Target offered them.
So how do Target buyers decide which products to offer to guests? One method is social media. "We rely on multichannel efforts to find up-and-coming brands," Chakiera says. "We look at beauty blogs to see which products are getting a lot of buzz. We also check out a [beauty] company's Facebook page to see how many 'likes' they have."
Multiethnic Health & Beauty products are available at Target.com and in select Target stores.
*According to a Terry College of Business recent study
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