Loops' Target Expansion Highlights 360-degree Retail Approach

Actress Camila Mendes serves as Loops' creative director.
Actress Camila Mendes serves as Loops' creative director.

Loops is debuting four of its hydrogel masks at 1,500 Target stores and the retailer's e-commerce site. This represents a significant scale up of retail for the brand, which previously expanded to Ulta Beauty and Nordstrom.

The expansion is logical because, as GWI notes, "Gen Z, especially those younger than 20 years old (many of whom are still in school), are ... the second most likely generation after baby boomers to say they prefer shopping in-store versus online."

The masks, which retail for $5.99, include the Clean Slate, Double Take, Sunrise Service and Weekly Reset.

"We conducted a survey among our most engaged customers last year, and the results made it very clear that our customers wanted to be able to buy our masks at their favorite retailers like Ulta and Target, and we were determined to make it happen for them," says Loops' CEO Meg Bedford.

She adds, "Beyond our customers’ preferences, we’ve always taken a 360-degree approach to our business and feel that both DTC and retail are key to our success. DTC is part of the overall strategy, it always has been and we can’t see that changing anytime soon ... We know our consumer is shopping both instore and online, on our DTC site and across our distribution network, so it's crucial we’re available where the customer is looking for us."

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