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.
Macy’s acts on its beauty impulse
In an interesting twist, and undoubtedly a clear reflection of the blurring lines within beauty, Macy’s has implemented an open-sell concept of niche beauty brands inside select store locations.
By October 2010, Impulse Beauty had made its way into more than 50 Macy’s stores across the country. An additional 50 Macy’s stores are expected to debut the concept in 2011. Impulse Beauty complements the department store’s traditional beauty counters, and 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, Philosophy, Stila and Smashbox, many of which previously had not been offered in Macy’s stores. Impulse Beauty also features skin care and hair care products.