Just say no . . . (I’m talking to myself, again)
Every now and then, I become delusional. I persuade myself that five hours sleep is enough—for me. It’s in those delusional moments that I take on something I shouldn’t. Sometimes it’s a volunteer job (when I’m feeling a little guilty for not doing more). Sometimes it’s a professional opportunity that seems as though it could be worthwhile. That’s what happened this time. Usually my freelance writing is focused on art, art history, or architecture—subjects that really interest me. Sometimes, though, I write about business, which, can be interesting. So, here I am writing business profiles about small businesses that are definitely not interesting, and the most maddening part is that I’m not supposed to try to make them interesting! They are to be all business—facts and figures--presented in the most uniform, businesslike manner as possible. Sigh.
Still, I’m working at home, and that’s worth quite a lot. For one thing, I’m enjoying my new home scent, white birch. It’s from the Caldrea Essentials line, which was recently introduced at—where else?— Target. Even more than that, though, I’m enjoying my new hand balm. It has a wonderful grapefruit-y fragrance, and the consistency of the hand cream is not at all greasy. Target is also offering candles, dish soap, countertop cleaner, hand soap, and lotion.
Caldrea was acquired in 2008 by the SC Johnson Company, which I’m sure explains this year’s roll-out to the masses at Target. Previously, Caldrea was a company of 50 employees, and its products were sold in small boutiques. (Occasionally a rogue bottle turned up at TJ Maxx, I noticed.) The firm also makes a line of soaps and lotions for kitchenware purveyor Williams-Sonoma. My understanding is that Caldrea founder Monica Nassif continues to run the Caldrea division. So my question is, does Caldrea Essentials for Target (a less expensive and less luxuriously packaged line) compete with its boutique line, or has SC Johnson simply brought a great product to more budget-minded consumers?
Clearly, I have business on the brain. And I’d love to hear your thoughts.
Oh, and, just to be clear, Target did not compensate me for this post. As if!