April 23, 2019
Mrs. Meyers had better watch her back, along with the other “clean” household brands that are hitting the market. On April 22, discount retailer Target launched Everspring, a private-label household essentials brand that comprises more than 70 products—from hand soap to laundry detergent to paper towels.
What’s more, the new, “clean” products range in price from $2.79 to $11.99, which is about 20% less than other comparable products on the market already.
Developed by Target’s internal design team as a down-to-earth solution that is up to Earth’s standards, Everspring products include ingredients and components that are derived from plants or use other renewable materials, as well as post-consumer recycled paper. The assortment was designed with what Target describes as “simple yet beautiful packaging that guests will be proud to have in their homes.”
The launch is part of Target’s ongoing investment to roll out more in-house brands, according to a CNBC report—including recent lines for apparel, furniture and home decor. The company is on track to have over two-dozen of its own new private labels in stores by the end of the year. These brands offer the retailer higher profit margins since it can set its own prices and bypass any middlemen.
“It has taken over a year,” to bring Everspring to life, said Christina Hennington, senior vice president and general merchandise manager for Target’s Essentials category. “From the sourcing to the packaging, … we had to do it right. … We hired the right expertise to make sure the chemical quality was up to expectations.”
The Everspring line is unique for Target in that all of the items — such as cleaning wipes, dish soap and all-purpose cleaner—are either biobased, meaning they’re derived from plants and other renewable agricultural, marine and forestry materials or are made from recycled materials and natural fibers, according to the company. They use 100% natural fragrances to make scent combinations like mandarin and ginger, and lavender and bergamot. And they’re not tested on animals.
“The consumers who seek this transparency of chemicals … becoming educated on what is right for them and their family … it’s a younger consumer,” Hennington said. “But you can’t say that across the board. There is someone of every age who cares about what goes on their bodies and in their bodies.”
Target said its sales of “naturals”—including “clean” brands like Mrs. Meyers, Seventh Generation and Method—have grown by double-digits year-over-year since 2016. Seeing this heightened demand on its website and in stores, Target wanted to take a bigger stake in the space.
Everspring-branded items will be marketed with a new “Target Clean” icon that was launched by the retailer earlier this year, indicating a product is made without a group of commonly unwanted chemicals such as sodium laureth sulfate or propylparaben. Target is starting to put the logo on certain household essentials, beauty products, personal care items and baby goods.
“We are listening to our guests … and doing our homework to know what their expectations are,” Hennington said.
Research contact: @Target