Curlfest
Curlfest is the largest natural beauty festival in America, and is 100% owned by Black women. Target’s space at the festival inspired guests with forward-thinking entrepreneurs (and their products) and demonstrated that Target is fast-tracking into the future of beauty. Throughout the space, Target brands were showcased in contemporary, modern ways with brief vignettes that championed each individual founder. Guests left with the understanding that Target holistically supports black beauty, from the variety of carried products to the entrepreneurs actively propelled to the forefront.
Brand Moments
The space was divided into zones for hair care, skincare, cosmetics, and men’s products. Products were displayed in a way that encouraged usage, and the entrepreneurs behind each brand were highlighted via text and display vignettes.
To honor the entrepreneurs behind Target’s beauty products, our space included a founder headshot and quote for each brand — giving guests an inspiring insight into the person behind the product.
The Entrepreneurs
We provided a wide range of products from each brand for guests to test within the space. From sunscreen to curl refresher, these products showed the large assortment that Target has to offer black guests.
Product Sampling
The space featured multiple photo walls including a tone-on-tone beauty wall, empowering messages, exterior branding and Target Bullseyes.
