THE WHAT? Japanese hair care brand Diane Perfect Beauty has launched nationwide at Target, significantly expanding its physical and online distribution across the US.
THE DETAILS The Nature Lab-owned brand has introduced five hair care collections comprising 10 shampoo and conditioner products, each priced at US$15, through Target Beauty Studio and Target.com. The ranges span damage repair, moisture and shine, volume and scalp care, barrier repair and lightweight hydration, with formulations featuring ingredients including keratin, ceramides, peptides, hyaluronic acid and botanical extracts. Founded in Japan and launched in 2013, Diane Perfect Beauty is using the Target partnership to increase its accessibility and build its presence in the US mass beauty market.
THE WHY? The launch provides Diane Perfect Beauty with nationwide distribution through one of the largest US beauty retailers, while strengthening Target’s strategy of introducing international and prestige-inspired beauty brands through its new Beauty Studio concept.
Source: PR Newswire
