WHY ARE MAJOR RETAILERS REVAMPING BEAUTY HALLS/AISLES?

Madeline Cullen
November 14 2018

In what seems like only the last few months, every other retailer has unveiled plans to refurbish and launch beauty halls. From department stores, to supermarkets, each one is taking on the role of beauty destination.

So, who’s doing what? And, more importantly, why?

Selfridges

They’ve released plans to completely redo their beauty hall in the Manchester Trafford Centre store to make it the ultimate beauty destination. It’s double the size of their previous floor and will employ cosmetic/skincare specialists to go with it. These personal shoppers will be beauty insiders, ready with specialist knowledge and recommendations.

Selfridges beauty hall                 (Image: Manchester Evening News)

They’ve also upped the stock list by adding e-commerce and American brands, bringing them into UK stores for the first time. This will drive consumers wanting to try on brands unavailable anywhere else, especially as 25 of these will be exclusive to Selfridges.

It’ll also integrate tech with ‘state of the art video screens’ showing tutorials and makeup looks to inspire in-store.

Debenhams

They are the next big department store to announce a beauty reshuffle.

The high street retailer is soon to unveil the first of their Beauty Halls of the Future. These will be a digitally enabled complete redesign of their beauty departments.

The new beauty department will be set up like ‘mini high streets’, with different concessions.

Debenhams Watford beauty hall                (Image: Marketing Week)

Although it’s only in their Watford branch for now, they’re aiming to roll out the new look to 40 stores before Christmas.

As well as a restyle, they’re adding 24 new skincare, makeup and men’s brands and a first of its kind beauty community. The Beauty Club Community will be an online destination for cosmetic and skincare fans to ‘explore, discover and debate all things beauty’.

Debenhams are struggling along with the rest of the high street. People want more specialised offerings and this beauty could give them an edge over other retailers. The better in-store experience will help them to compete with online retailers too.

Sainsburys

But it’s not just the expected retailers. Sainsburys are also planning a beauty-first focus.

The supermarket is adding dedicated beauty aisles, equipped with specialist staff in 8 stores.

They’re also adding 1,500 new products from new and existing favourite brands such a Burt’s Bees and Essie. They’re launching their own line of colour cosmetics too. The line is all vegan and under £6, with products like lipsticks and blushers but also exciting options such as the holographic eye toppers.

Sainsburys new beauty aisles                 (Image: BBC)

This could be a way to compete with discounter chains, focusing on experience rather than just price. Cosmetics and skincare will set them apart as more of a destination and boost impulse buys in-store.

Topshop

Fashion retailers have all had a beauty lines for a few years, but a lot have recently relaunched and upped their offerings.

Topshop beauty has been quiet over the past few years, but they’ve just completely relaunched the entire line. Everything has a new look and new formulas.

Topshop new cosmetics               (Image: Bustle)

With ASOS, boohoo, New Look, H&M and Primark all revamping their beauty offering too, it’s clear that brands and retailers across the board are looking at beauty. And it makes sense. Cosmetic and skincare sales are outperforming other sectors. It’s the most resilient sector on the high street, so retailers are using it to save themselves, or just to be in with a chunk of the successful market.

(Cover image: Culture Trip)

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