Meridian's launch into Target marked the brand's first major retail move, calling for an integrated campaign that could sharpen the brand's positioning within a crowded, undifferentiated category. The category itself was the starting point: despite body hair grooming being one of the most personal forms of self-expression, options were limited to black plastic or chrome for men and pink or purple for women. That tension became the strategic insight, shaping the platform "Personal Grooming Made Personal": a direct challenge to the category's lack of individuality and a rallying cry for shoppers to express themselves through Meridian's large selection of bright colors and trimmer models.

Highlighting a variety of personalities and the trimmer choice that fit each lifestyle, the It's Personal campaign came to life across packaging, display, paid and organic social, retail media, Target.com content, and out-of-home advertising designed to create overall awareness of the launch and drive Target shoppers to purchase.

The campaign not only resulted in an incredibly successful launch for the Meridian brand but also resonated so much with shoppers that "Personal Grooming Made Personal" evolved from the Target launch platform into the brand's evergreen tagline.