Sharing a hometown with Target Corp. has its advantages: popular dermatologist Brian Zelickson of Minneapolis-based Zel Skin & Laser Specialists is launching a skincare line with Target. MD Complete, scheduled to hit stores in late February, includes a wrinkle reducer, eye cream, cleanser, peel, sunscreen, and dark spot remover. It is one of several premium skincare brands Target is adding to its shelves, including Vichy, La Roche-Posay, Own Skin Health, and Laneige, a Korean line that will be exclusive to Target in the U.S.
Target approached Zelickson—who has an office across the street from the retailer’s Minneapolis headquarters and has spoken to employees on skin issues—about teaming up on a physician-driven line. “It was the perfect storm,” says Zelickson, who was in talks with a company that manufactures prescription skincare lines about using their proprietary technology to combine active ingredients. “There are so many lines out there, it’s not like we really need another. But ours is offering results you’d expect from a line you get at the physician’s office, at a third the cost.”
MD Complete combines retinoids with antioxidants for products that do more in fewer steps, says Zelickson, who in the past, has worked on product development with Aveda, and its founder Horst Rechelbacher. “I learned a lot working with Horst, and seeing people with skin conditions every day,” Zelickson says. “You pick up on what people want.” He’s especially excited about MD Complete’s “phenomenal sunblock.” And in addition to anti-aging products that address wrinkles and pigmentation, there’s an acne treatment he expects will appeal to younger consumers. Zelickson is already at work on a second wave of products to add to the line.
This is the next phase of Target’s efforts to improve its beauty department. The retailer has updated fixtures and lighting and added beauty concierges at select stores to enhance service, which Zelickson believes will help with sales of more premium lines such as his.