The Secret Behind Products That Land in Target Overnight

Good morning. Love them or hate them, every week there’s a new celebrity passion project that somehow lands in Target overnight. But here’s the thing: if they all feel the same… it’s because they kinda are. We cracked the formula for how every celebrity brand gets made.

The Factory Behind Every Celebrity Brand

If it feels like there’s a new celebrity-backed brand every week, that’s because… there is. From Beyoncé’s haircare line to Millie Bobby Brown’s iced lattes, the celebrity CPG machine is in full swing. But here’s the real question: Why do all these products look and feel exactly the same?

How the Celebrity Brand Factory Works:

1. Hyped Launch → A social media teaser or an over-the-top event.
2. Big Retail Push → Straight to Target, Whole Foods, or Sephora.
3. Scarcity Tactics → Limited drops fuel FOMO-driven sellouts.
4. Influencer Blitz → Flood TikTok and Instagram with product reviews.
5. The Narrative → Claims they “dreamed of this product for years”.

But cracks are starting to show. Alix Earle’s canned margaritas, Chelsea Handler’s vodka lemonade, even Shaq’s BeatBox — all following the same rinse-and-repeat playbook.

And here’s the kicker: A viral TikTok (and a WSJ report) exposed just how many NYC influencers are being manufactured using the same formula. If the creators are factory-made… how different can the products really be?

Your Next Storefront is in a Video Game

Imagine a world where in-game currency doesn’t just buy digital skins but also your favorite snacks, an exclusive energy drink, or even VIP access to product drops from top brands. Sounds like something straight out of Ready Player One, right? It’s not as futuristic as you think.

For years, in-game purchases have been a goldmine, generating over $150 billion in 2024 alone. But now, the next evolution is here: seamlessly blending gaming with real-world shopping.

What this could look like in real life:

• Imagine unlocking a mystery energy drink flavor by collecting tokens in your favorite game.
• Picture earning a real-life snack coupon from a virtual vending machine.
• Complete an interactive quest and gain early access to the next big sneaker drop.

DTC web stores are opening new doors. The psychology of in-game purchases—instant gratification, exclusivity, and rewards—is the same fuel that drives impulse buys and loyalty in e-commerce.

The takeaway: Brands have room to make smart moves and establish themselves in a space that’s far from saturated. 82% of U.S. gamers bought in-game items last year. Why not meet your next customers exactly where they’re spending time and their money?

Sponsored by Heavy

Good Product? Doesn’t Matter.

We hate to say it, but here’s the truth: If people don’t see your product… they’re not buying it. Visibility beats quality every time.

At Heavy, we help CPG and DTC brands show up loud and clear — on shelves, feeds, and everywhere in between. Packaging that pops. Digital that gets people talking. Design that makes them stop scrolling and start buying.

We’ve done it for brands you know (hey, Coca-Cola). Easter’s almost here. Shoppers are hunting for products — let’s make sure they find yours. Our designs get your brand the attention it deserves—so when it’s time to buy, customers pick you.

Let’s make it happen.

Fresh Finds: Snack Attack

A curated look at the newest products hitting shelves so you can spot trends before they take off.

Worth the Click

A few extra reads that caught our eye—insightful, unexpected, and definitely worth your time.

• What’s actually working in CPG & retail this year? 25 ideas and trends shaping the industry.
• Turns out, cleaning feels really good—check out Clorox’s neuroscience experiment.
• Latino shoppers hold $4 trillion in spending power, but brands are still missing the mark.
• How are Consumers Feeling? Turns out, less hopeful and more worried about grocery prices.
• Expanding to Europe? What DTC brands need to know before crossing the pond.