Target’s affordable perfume line Fine’ry is going after the men’s market

When brand incubator Maesa launched the perfume brand Fine’ry in January 2023, it brought fine fragrance to an unusual shopping destination: the affordable beauty aisles of Target. Available exclusively at Target, Fine’ry offers eau de parfums with trendy notes like cherry and sandalwood for under $40 a bottle. 

Although the brand was not initially marketed as male or female, Fine’ry says it overindexes with female consumers. But close to two years after its launch, the brand is looking to broaden its consumer base. On Sunday, Fine’ry launched nine male-targeted scents like Not Another Blue and Smoke & Leather in an attempt to connect more directly with male consumers. 

“With this brand, we want to maintain the sense of inclusivity. The brand is a unisex brand — that’s the heritage of how we developed it, and that’s where it lives today,” said Nadia Khan, svp of brand marketing at Maesa. “However, we see opportunities to expand the reach into a more commercially-driven, masculine olfactive territory.” 

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