Problem: Black is Beautiful, but when it comes to beauty care products, the black community isn't recognized.
Strategy: Embrace your cultural beauty every day.
Approach: When we look our best, we feel our best, And how can anyone expect someone else to look and feel their best without the products intended to for them? Black buying power is estimated to reach $1.9 trillion in 2019. A member of the black community spends up to 28% more of relative income on luxury goods like clothing and beauty care products. Yet only $2.24 billion of the $75 billion total advertising dollars spend last year were spent on media for black audiences - leaving a window of opportunity.
BlackBox is a collective brand made up of popular black beauty care products for men and women that the Target Corporation will sell as a package in-store and online.
In-Store Box
Target has the opportunity to break convention by providing a cost effective product that offers the every day essentials members of the black community struggle to find in store.
Manifesto/Back of Box
Contents
Brands/Items Included: Nubian Heritage Lotion, Nubian Hair and Body Wash, Eos Lip Balm, Sportin' Waves Pomade, Wave Builder Wave Caps, and a Target hair pick.
The App
Profile: Consistent user profile that syncs with target.com/blackbox.
Shop: Oder your custom BlackBox or update your subscription.
Map: Find services and leave reviews for services offered in your area catered for the black community.
Blacklight: Shines a light on many black news topics that may go unseen by traditional outlets.
The BlackList
A unique Spotify playlist that highlight the best of black music.
Strategy: Harley Garner
Art Direction: Jacob Mehringer
Copy: Tommy Woods