Walmart (WMT) is following a Kohl's strategy, as it creates a new partnership in self-expression.
In 2022, Kohl’s (KSS) introduced a new line of self-expression through its Discover @Kohl’s department with that features gender-neutral clothing for its customers. Self-expression has garnered more attention recently with more support coming out for LGTBQ individuals.
Allowing individuals to be able to express themselves in their own skin is a very important step for a lot of youth and adults to be able to accept themselves and to be who they want to be without any real authority telling them they cannot be who they want to be. Being in control of one's own autonomy allows individuals to feel empowered. Getting piercings is another way many people find ways to express their own personal styles.
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Dying hair is also a stylish form of self-expression. Just a short few decades ago, it was still quite taboo to see someone with green or purple hair. Now not only it is viewed as a personal choice and fashion statement, but it is also much more widely accepted as a look for anyone regardless of their age, gender or place in life.
Walmart Takes Notes on Self Expression
Self-expression is something that many people find as an outlet for a lot of different things in life. An individual can be artistic and wear bold colors in their hair and in their clothing and it gives them a sense of individuality and independence. The same goes for being able to enjoy having a tattoo, even if it’s only temporary.
Inkbox an international company that makes temporary tattoos has partnered with Walmart to begin carrying the company’s products. Inkbox was acquired in 2022 by Bic, a company who makes pens for $65 million. That is not too shabby for the founders of Inkbox, brothers Tyler and Braden Handley, who started the company in 2015 with only $10,000, according to Retail Dive.
“Walmart is committed to expanding its assortment and bringing in new brands that will excite our customers,” said Walmart’s vice president of Beauty in the U.S., Creighton Kiper. “We are thrilled to welcome Inkbox and believe our customers will love this new way to express themselves.”
Beauty is different for each person as to what that individual feels beauty is and how it applies to themselves. “Temporary tattoos give consumers the opportunity to express themselves and their creativity with the authenticity and quality of a permanent tattoo, but without the commitment,” said Braden Handley, one of the founders and president of Inkbox . “That has been our mission since day one and we’re excited to collaborate with Walmart on an exclusive collection for their customers. We hope this allows more individuals to celebrate their story and creativity in a new way.”
Individualism at a Mass Retailer
Individuals at all ages look for ways to express themselves either through fashion, hair styles and colors, or through other artistic creations. Those people who are under the age of 18 have the most difficult time trying to find their own personal styles as a way to express themselves, as they are limited not only by available fashions, affordability and the legality of getting permanent ink or piercings on their bodies.
Inkbox has given those customers a chance to learn about expressing themselves through the use of temporary tattoos. These aren't the temporary tattoos you can buy at the gas station for 50 cents that may or may not last an hour or a day before starting to fade and fall off, but they are temporary tattoos that will last up to two weeks. The designs are unique and give those, especially who are under the age of 18, a chance to try out what it would be like to have a tattoo and where.
Walmart has a roughly 5,000 stores across the country and Inkbox will be sold in 1,500 stores and online at Walmart.com. A package of two Inkbox temporary tattoos is being sold online at $9.98. Currently, the Walmart star rating of the Inkbox tattoos is above 4.5 stars out of a possible five, which is a pretty good indicator on how well these temporary tattoos are applied and how long they last. Some of the more popular Inkbox designs are already sold out after the product partnership launched on April 3. These tattoos are waterproof and look authentic compared to other temporary tattoos and are also plant-based.
