Editorial The PL gets more and more ‘personal’

The PL gets more and more "PERSONAL"

Brands are increasingly focusing on non-food products and especially on those for personal care. Besides detergents, sanitizers and disinfectants, also due to the pandemic, actual lines aimed at consumer’s general wellbeing with particular attention to sustainability. This is the case with the giant Amazon, which is now launching a new line of sustainable products, ‘Amazon Aware’. With home, beauty and clothing items, the line boasts references ranging from facial tissues, to toilet paper, to sheets, and can be found on the dedicated Amazon Aware page. U.S.-based Target has also announced the launch of its Target Zero collection of sustainable products in the beauty, personal care and home care segments. The products will be under the icon ‘Target Zero’ and will include new, as well as, already existing references meeting the brand's sustainable requirements.The online retailer Grove Collaborative has introduced a new line of skincare products called Superbloom. The new brand was created with the latest botanical science and ‘clean’ ingredients. With 100% vegan formulas, in fact, the references meet the company's sustainable, ethically and cruelty-free product standards.But the consumer focus spans broader areas. Walmart has even unveiled two new spring clothing collections by designer Brandon Maxwell: ‘Free Assembly’ and ‘Scoop’. Maxwell has been the creator of Walmart's private label fashion lines for a year now, and the new Free Assembly collection will include over 450 items. They will be sold in 1,000 Walmart stores nationwide. Maxwell's designs have been worn by Lady Gaga, Oprah Winfrey, Michelle Obama and Nicole Kidman. Wielding their all-round expertise on sustainability and consumer knowledge, PLs can become promoters of a truly holistic vision of wellbeing, a concept that embraces the entire assortment and different product categories. No longer just a strategy to build customer loyalty, today, PLs are a tool to prove that we’re meeting their needs. We will be talking about it at the conference ‘Well-being and sustainability, the private label becomes a protagonist’, on 13 April in Bologna during the Marca trade fair. The event will also be broadcast in streaming. See you at the fair and online!

Maria Teresa Manuelli Editorial director