Dive Brief:
- Just a year after the brand launched in April 2020, period and leak-proof underwear brand Proof has inked a partnership with Target. The brand announced the release of its new line in 600 Target locations nationwide and on Target.com last Thursday.
- The new line, dubbed Unders by Proof, is the first period-proof underwear in Target's feminine care aisle next to traditional period products, according to a press release.
- Unders by Proof's offerings include the Light Brief ($19.99), which absorbs one light tampon or panty liner worth of liquid, and the Regular Brief ($29.99), which holds up to two tampons, per the release. The products are available in black and sizes XS to XL.
Dive Insight:
Target is once again ramping up its product offerings, and this time, it's focusing on adding more sustainable options to its feminine products aisle with this new partnership.
Despite launching during the pandemic's early days, Proof, with its "Leak-Loc Technology," has seen significant retail growth, the release said. Proof has several other partnerships, including selling through Nordstrom and Neiman Marcus. Proof is also the exclusive leak-proof underwear that Soma offers.
"We wanted to make our period underwear accessible for women all over, so we created Unders by Proof," Proof CEO and co-founder Jodi Caden said. "It's at a lower price point, because we believe that cost shouldn't be a barrier for women who are looking for safer, more sustainable period care."
In addition to its Target launch, Unders by Proof is also selling a Heavy Brief product at Meijer.com and in over 250 Meijer stores. The Heavy Brief has an absorbency equivalent to up to four tampons.
Proof would be competing with another period underwear brand under Target's roof. Thinx released a new and more affordable product line in Target stores and on its website last month. The new line, called Thinx for All, has absorbencies comparable to three to five tampons and costs $17 each.
Target is notorious for using partnerships and launching exclusive product lines to drive sales and excitement, and the pandemic certainly didn't give the retailer a reason to pause. Target's partnerships range from small DTC brands to industry giants like Apple and Ulta.
"The tactic for the company appears to be one of taking a forensic look at certain categories and plotting ways to engineer growth – something it has so far done with the Apple and Ulta partnerships in electronics and beauty, respectively," Neil Saunders, managing director of GlobalData, said in March.
