Target

The Scope

Creative Strategy + Direction
Partnership Strategy
Influencer Strategy
Art Direction

The Task

Develop a creative partnership strategy that builds Target's credibility with the AfAm audience, demonstrates the shared value of inclusivity, and celebrates Target as the go-to place to find beauty products and brands.

The Results

ABCS developed the “Made by and For You” lead message, branding, and art direction, that came to life through an experiential partnership series with Curlfest, Afropunk and Essence.

From 2018-2021, Target integrated into key cultural tentpole moments, speaking directly to and championing the voices and beauty stories of both the consumer and entrepreneur.

Case studies upon request.

Target x Afropunk

By shining a light on three dimensions of self (Self-Expression, Self-Care, Self-Charge), our Afropunk activation provided opportunities for guests to ignite their curiosity, engage their senses, and explore an elevated sense of being.

To amplify our messaging and maximize social reach, we partnered with artist Lalou for custom installations, as well as influencers Elaine Welteroth, Parker Kit Hill, and Melissa Butler for targeted product highlights and social engagements.

Target x Curlfest

The Beauty Shop transported festival goers into an unexpected retro-inspired #TargetBeauty salon -- an understood center and sanctuary for the black community to assemble, educate and escape. Our activation provided guests with a welcoming respite to test Target’s current beauty product offerings, with storytelling and programming that championed the Black entrepreneurs behind the products.

Partnership and programming talent included: beauty influencer @TheNotoriusKia, Miellle founder Monique Rodriguez, Aunt Jackie’s founder Dwan Vine White, and Camille Rose founder Janell Stephens to name a few.

Target x Essence

As the presenting partner of Essence’s annual holiday market, Target drove the New Voices Pitch Competition and panel conversations with female-owned beauty brands about how they partnered with Target to help grow their businesses.

ABCS creative directed the overarching vision for the consumer market, which celebrated the unique gift-givers in our life, inclusive of 5 interactive “zones” that highlighted Target’s product offerings.