BEAUTY CARE

Front-end focus: Suppliers help beautify aisles

BY Antoinette Alexander

Looking to bolster sales and better serve its customers, Walmart has stepped up its engagement with suppliers to review its assortment and bring in more new and innovative products — and the beauty department is no exception.


These efforts were evident in a Walmart store in New Jersey recently visited by Drug Store News. Upon entering the beauty department, endcaps clearly highlighted “Every Day Low Price” on such items as Dove gift sets ($8.88) and fragrance gift sets ($14) — clearly attractive buys for those shoppers kicking off their holiday shopping.


As shoppers browse the beauty aisles, they encounter fragrance gift sets of White Diamonds, Mariah Carey’s Lollipop Bling or Giorgio Beverly Hills, among others, that come complete with the wrapping paper for $19. 


It is no secret that the retail giant recently brought back its Action Alleys. While beauty products were scarce in the Action Alley at this particular Walmart location, it was hard to miss the large floor display of Fat Foam Hair Color by Samy, an exclusive to Walmart. 


While time will tell if Wal­mart’s efforts will beautify top line sales, what appears to be evident is that more women are willing to buy their beauty products from Walmart.


According to The Bench­marking Co.’s 2010 “Pink Report,” today’s beauty consumer operates under a new set of truths where convenience, price, value and authenticity are key. Seventy-one percent of women surveyed said they shop at Walmart for beauty and personal care products. Today, Walmart seems to mean more to women than just bargains or low prices; 67% of women strongly agreed that Walmart offers premium brands for less.

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Macy’s acts on beauty ‘Impulse’

BY Antoinette Alexander


NEW YORK — Macy’s is complementing its traditional beauty counters with an open-sell space of niche beauty brands, dubbed Impulse Beauty.


By October, the open-sell concept had made its way into more than 50 Macy’s stores across the country, including the Herald Square location in New York. An additional 50 Macy’s stores will debut the concept in 2011.


Looking to better compete with such specialty beauty retailers as Sephora and Ulta, Impulse Beauty enables customers to shop beauty brands on their own and seek help from beauty advisers if needed.


The 1,000-sq.-ft. space showcases such boutique beauty brands as Bare Escentuals, Benefit, Laura Geller, Philosophy, Stila, Smashbox, Urban Decay and Too Faced. Impulse Beauty also features such skin care lines as Bliss, Clarisonic and Dr. Brandt, as well as hair care products from T-3 and Lea Journo.


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Shiseido pops up 
to promote collections

BY DSN STAFF

NEW YORK — Upscale beauty brand Shiseido celebrated its fall and holiday makeup and skin care collections with its first-ever Pop-Up Beauty Boutique in New York. The Shiseido Pop-Up Beauty Boutique, located across the street from Bloomingdale’s at Third Avenue and 59th Street, was open Nov. 12 to 19. 


Beauty mavens who stopped by the two-story boutique could learn about the brand’s newest collections, including the fall 2010 Shiseido Makeup and Limited Edition Holiday Palette created by Dick Page, the brand’s makeup artistic director.


Visitors also indulged in signature services and samples of signature Shiseido skin care and makeup products, and received gift cards for complimentary facial massage treatments at the nearby Bloomingdale’s.

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