Good Chemistry Another New Private Brand From Target

Target, which is in the midst aggressively transforming its private brand portfolio with more than a dozen new brands is introducing its first-ever private brand fragrance.

Good Chemistry, created specifically with Target beauty customers in mind, the niche fragrance brand includes four collections inspired by different personalities: Confident and Charming, Good and Grounded, Vibrant and Playful and Cool and Collected. Each collection then includes four unique scents that come in perfume, body sprays and rollerballs.

“Beauty at Target is all about the joy of discovering products that work best for you, and we want to ensure this philosophy rings true in fragrances,” said Christina Hennington, senior vice president of Beauty and Essentials at Target. “That’s why we are reinvigorating our fragrance collection by introducing Good Chemistry, an exclusive brand that is all about inspiring our guests to find unique scents that they love.”

The vegan and paraben-free scents are made with essential oils debuted in Target stores January 21. To help customers find their best scent, they can test out the different fragrances in store before selecting a favorite.

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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.