Target Introduces Eco-Friendly Household Essentials Brand Everspring
Goodbye Easter candy, hello environmentally-friendly household essentials.
With Easter 2019 giving way to Earth Day, Target seized upon the day to announce Everspring, its new household goods brand featuring products made only of ingredients from plants or other renewable materials, and post-consumer recycled paper.
Developed by the Minneapolis-based retail giant’s internal design team, the brand includes more than 70 items, ranging from cleaning wipes, to hand soap, to laundry detergent, paper towels, and more.
“Everspring is a great example of how we're listening—and responding—to the evolving needs of our guests in a way that's uniquely Target,” says Christina Hennington, Target’s senior vice president and general merchandise manager. “Guests can feel confident they're purchasing essentials for their home that include ingredients and components they want and have the efficacy they need to get daily routines done.”
Target is playing up the competitive pricing of Everspring products—Hennington says items in the line sell for about 20 percent less than comparable brands. She also highlighted the modern packaging, which plays up the color green and features information-heavy labels that highlight ingredients and their environmental benefits.
The new brand complies with Target Clean, the product standard Target recently established that involves an icon signaling products are formulated without specific chemicals, such as phthalates, propyl-paraben and butyl-paraben, and sodium laureth sulfates (SLES). These chemicals are often found in household essentials, beauty and personal care, and baby products.
In addition to serving as Target’s latest effort toward promoting healthier, greener products, Everspring is part of Target’s growing portfolio of original owned brands. Among the latest additions: new women’s undergarment lines Auden and Colsie. Target expects to reach 25 owned brands by the end of this year.
Everspring rolled out in stores and online today, and will be available year-round.