On Our Radar: Miles Deodorant
Retail executive Carly Broderick didn’t need focus groups to sniff out her next idea. It was right there, hitting puberty in her Minneapolis home. Shopping for deodorant for her teen son, Broderick, a former Target merchandising director who most recently served as a chief operating officer of The Stable retail agency, noticed a gap in the market. “I started thinking about a modern brand aimed at teens and tweens to really empower them to take care of their bodies.” Miles, her new personal care brand inspired by her 13-year-old son Jack, launched on Amazon in January with three deodorant scents aimed at tweens and teens.
The collection will roll out at 150 Target stores in March. Look for the bright orange packaging.
Deodorant is just the beginning. In addition to adding limited edition scents, Broderick plans to break into adjacent bath and body categories such as body wash and hair care, keeping the focus on teens.
And although the initial push is aimed at teen boys, Broderick says she envisions the brand being gender-neutral.
“I’ve been working on this for almost three years,” Broderick says. “It’s been a long road just to get to this point. I am so excited to finally be at the starting line.”
