“With all of Target’s new brands, we think about ways to expand upon the original idea,” said Mark Tritton, executive vice president and chief merchandising officer, Target. “As we talked about Cloud Island, the essentials category was always there. The idea was around better-for-you, dependable, affordable and accessible products that are good for your baby and your family. Now, building on the success we’ve seen with the brand over the past year, we’re bringing that idea to life.”
According to Target, the collection is benchmarked against premium brands based on the ingredients used in each item but are said to be 30-40% less expensive. Wipes are ultra-thick and made with 99% water and plant-based ingredients; toiletries are dermatologist-approved and made without phthalates and parabens.
The intial products in the range debuted in May 2017.
The Cloud Island essentials collection launches in Target stores and on Target.com on Jan. 20. Prices range from $0.99 to $21.99, with most items under $10.