The JK Jemma Kidd line includes 95 face, eye and cheek products, as well as makeup tools, inspired by the catwalk. The color items have been designed with strong pigment to produce bold statement colors, and prices range from $14 to $39. In the September 2008 issue of Vogue, Kidd describes the line as being targeted (pun intended) to “makeup junkies. It’s for girls who want to experiment with color. I am bringing high fashion colors into makeup but making it very wearable.”
NP Set, Napoleon Perdis’ “masstige” collection, is comprised of 85 eye, face and lip products. Perdis says that NP Set is more fast-paced and playful than his eponymous line, which is sold at his four concept stores in California and in Sephora. NP Set products retail for $12-$30.
Pixi Cosmetics, a makeup line founded by three sisters based in the U.K., is collaborating with Target for Pixi by Petra Strand, a 101 piece collection “take on the original’s ‘skin-loving’ positioning, and infuse beneficial ingredients into sheer shades. According to a Target press release, “Pixi creates a flawless, photo-perfect finish that leaves women looking like themselves, only better.” The collection ranges from $12 to $39.
Because the price points are higher than you would find at most mass retailers, Target have added testers to the beauty shelves – to encourage customers to try before they buy.
“We understand that buying cosmetics is different than buying a top or sneakers,” said Joshua Thomas, a member of Target Corp.’s communications department. “When you buy [beauty] there is that emotional investment. We understand and appreciate that and the [new beauty displays] will reflect that.” He continued, “We want to see guests walk in the section of the store and interact with the beauty brands. It gives them a chance to touch, smell and feel the brands.”