Sears glamorizes mass-market appeal
Sears is banking on beauty and is hoping that its recent expansion into beauty not only encourages more women to see the softer side of Sears, but also will bolster cross-category shopping.
Following a 13-store test nationwide in 2010, Sears now is expanding its beauty offerings to more than 100 store locations and online at Sears.com. The departments will include new fixtures in a dedicated space, giving consumers access to mass-market brands at the mall. The new cosmetic departments will include products from such brands as L’Oréal, Revlon, CoverGirl and Maybelline. The departments also will feature nail care from Sally Hansen, Nicole by OPI and Essie, as well as an assortment of skin care and fragrances. Beauty advisers will staff the departments to offer makeup tips and advice.
Rexall format focuses on derm
Beauty junkies in Canada have a new option when shopping for products. A new format recently unveiled by Katz Group Canada’s flagship Rexall drug store chain is aimed at making its stores “an innovative health destination.”
The Rexall Healthy Living Pharmacy format features a combined skin care and beauty care department. The goal: to focus on derm versus just cosmetics.
The section, called the Derm Centre, is staffed by an expert skin care adviser and features a large assortment of high-end and mid-priced brands for healthier skin, along with a “Dermo Analyzer” that provides interactive skin analysis to help customers identify such potential skin issues as hydration and sun sensitivity. The tool helps derm consultants work with individual customers to create a customized skin care regime. The section also offers a “wet play station” to allow customers to sample products.
CVS proves it cares about beauty
CVS/pharmacy has expanded its highly successful ExtraCare loyalty program with the launch in January of the first-ever beauty club program for the retail pharmacy channel. The CVS/pharmacy ExtraCare Beauty Club provides ExtraCare cardholders, who register their cards, with additional rewards on beauty purchases and other beauty-specific benefits.
Members receive a 10%-off beauty shopping pass upon enrollment, $5 in ExtraBucks rewards with every $50 beauty purchase and $3 in ExtraBucks rewards on the member’s birthday, as well as special beauty offers throughout the year. Members also receive monthly email newsletters with exclusive coupons, tips from experts and new product information.
To access additional special offers and exclusive content, Beauty Club members are encouraged to find the Beauty Club’s dedicated Facebook page and follow the Beauty Club on Twitter.