More than a Tween – Geogirl – Walmart

At the end of January I wrote the post “Walmart to Launch Tween Targeted Private Brand – GeoGirl” on the new Walmart Private Brand tween beauty brand Geogirl. The brand targeted towards generation Z and recognizes the generation’s commitment to environmental responsibility. According to Brash Creative the agency that designed the brand, the goal was to create planet-friendly packaging.  In addition to using materials such as easily recyclable plastics, renewable corn and recycled paperboard, the outer package is designed to have a second life.  Each card is a collectible booklet filled with how-to beauty and environmental tips.

Take a closer look.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.