As Gen Z’ers might say, Target has gotten some shine and it seems to be paying off.
In August, the company reported that sales rose about 3% in the last fiscal quarter. Shares also closed about 11% higher, following the earnings increase. The report came after a period of flat sales for the company and blew past Wall Street’s earnings expectations.
According to the brand, purchases of discretionary items were largely to thank for the increase – items that are considered “wants” rather than “needs”.
The 122-year-old store has historically positioned itself as a family-friendly one-stop shop in the American retail landscape; best known for its red and white color and carefully curated floors stocked with household essentials, equipment and school supplies.
However, Target’s recent growth may have more to do with its embrace of affordable, fashion-forward merchandise and the consumption habits of younger shoppers.
The retailer has been flirting with the newest sexual health, wellness and skincare categories – and social media and Gen Z have been at the center of this evolution.
For twentysomethings, Target is no longer a place to buy what you need, but also where you can tick off your wish list. That’s everything from designer perfumes to moisturizers, acne patches, sportswear, vegan chocolates, and yes, even sex toys and other pleasure products.
Consumer trends show that about 86% of Americans between the ages of 25 and 29 own at least one sex toy.
Target has paid attention to those trends. Over the past three years, the retailer has launched hundreds of new sexual health and period care brands, including Bloomi, Cake, Cheeky Bonsai and Dame.
In 2022, the store was drawn into controversy after Rep. Marjorie Taylor Green was quoted at a Republican convention as saying “you can get a butt plug or a dildo at Target and CVS these days.”
The sudden hype surrounding sex toy sales may seem new, but many retailers have been selling them for years. However, people may be noticing changes in the marketing around these personal “discretionary” products; they’re brighter, flashier, easier to buy online, and now put front and center on store shelves.
Sales of personal care items do not stop at sex toys. Target has also leaned into more skin care, beauty and wellness brands favored by Gen Z and millennials.
In January, the store added popular supplement and hydration products from Bloom, Hum and Liquid IV, as well as celebrity-led beauty and wellness brands such as Gwyneth Paltrow’s good.clean.goop products, Kourtney Kardashian Barker’s, Lemme’s viral gummies and Ashley Tidsale’s beauty line, Being French.
Many new buyers are starting to notice these changes and like what they see.
Type “Target haul” into TikTok and you’ll quickly find millions of videos of influencers showing off their favorite finds and “self-care” brags.
“Don’t go to Target right now unless you’re prepared to want literally everything you see. I’ve never seen Target have so much cute cute stuff,” creator Korey Gregg shared in April while holding two bags heavy plastic filled with clothing.
“Usually I can surf and walk away, but today that didn’t happen,” she said.
Another influencer, Alyssa Lauren, went viral after posting an eleven-second clip of herself shopping at Target along with the caption, “I had a bad day today but I bought a few things at Target to make me feel better “.
The contents of that receipt: tropical fruit pulp, kettle chips, secret deodorant, a plusOne rechargeable vibrator and Astroglide Premium silicone lube.
From Gen Z’s point of view, Target is essentially the mecca for the treatment and self-care culture. Essentials will always be essential, but the newest ‘cheap, chic’ goods seem to be moving the needle, and Target has taken notice.
Below, find Target’s latest bestsellers in the beauty, skincare, wellness and adult toys categories
Kourtney Kardashian’s new Lemme line has taken off in every direction — including down here. These Lemme Purr gummies are formulated to support vaginal health, pH levels and healthy aroma. They’re formulated with 1 billion CFUs, plus antioxidant vitamin C and real pineapple in every serving.
Looking for a new way to clean your face? Olay’s cleansing melt is among the easiest options for a complete, three-in-one cleanse. The fillers dissolve into a rich, creamy foam with microbubbles that cleanse, tone and refresh for a deeper, do-it-yourself cleanse.
Gwyneth Paltrow’s Pure Beauty and Wellness line was built around world-class research, and the diverse range of beauty products is at the top of the line. Goop takes a more natural approach to skin care, and this Daily Liquid Cleanser is proof. It’s packed with fruit enzymes – making it “like a green juice for your face”.
Target has been no stranger to the sex toy category, but recently there has been a push to bring even more pleasure brands on board and offer a wider selection to enjoy things. At just under $30, the Plus One Vibrating Ring has become a fast bestseller—perhaps because of its 10 vibration settings, two hours of run time, and lofty promises of upsizing.
Clinique’s moisture hydrator is a bestseller in the beauty category and a popular staple in #getreadywithme TikTok videos. It is said to penetrate deep into the skin’s surface and last for over 100 hours, even after washing your face, leaving a healthy glow that lasts for days.
Gen Z can be pretty fussy when it comes to their skincare, and Eminence is one of the brands that has earned their seal of approval. The Strawberry Rhubarb Hyaluronic Serum is a rising star in their product line, combining plant-derived hyaluronic acid and salicylic acid to plump sagging skin and boost radiance.
There is no doubt about it. Gen Z loves their green juice and Bloom has cornered the market with their superfood-rich green powder. The fibrous formula has flooded TikTok, with millions of young people integrating their daily dose into their daily routine. Target also carried the newly launched Bloom energy drinks.
Bloom has been front and center in the sex toy business and it’s been a big year for them in the retail space. The brand launched its entire collection of lubes, vibrators and body oils at Target in March, and the compact, curvaceous “versatile” Mini Play has remained a best seller in the intimate section.
Acne spots are all over social media, loved by celebrities like Alex and Ashtin Earle, Hailey Bieber and Millie Bobby Brown. The Mighty Patch is said to work wonders overnight by absorbing breakouts and protecting the skin barrier.
The incredibly versatile and surprisingly stylish Bala Bangles became an instant hit after the brand was featured on Shark Tank. They’re convenient to wear on the wrists or ankles and available in a sea of colors, making them an easy addition to any #hotgirlwalk.
Collagen has also come to Target. It may seem like every twenty-something has gotten their hands on Jennifer Aniston’s beloved Vital Proteins collagen powder. Celebs swear by the unscented, grass-fed peptides as a secret weapon for strengthening nails, growing longer hair and supporting the body’s connective tissues.
Those who love to take care of their skin love their Saltair. The brand launched their viral TikTok Serum Body Washes at Target not too long ago, and customers seem to love the range of luxurious scents at a much more affordable price point.
Need some energy? Perfect for a day of running in and out of classes or early morning sessions at the gym, these lightweight, on-the-go Liquid IV supplements have become a fast favorite at Target. The range of sugar-free flavors includes popcorn, rainbow sorbet and cotton candy.
The younger generation has a huge fascination with gut health (especially hot girls with IBS), which is why it’s not too shocking that Love Wellness’ iconic Bye Bye Bloat collection is one of Target’s gems. The capsules are formulated with digestive enzymes that can help with normal water retention and digestion.
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