US-based Sephora and Spanish grocer El Corte Inglés have announced that Sephora products will, over time, be rolled out within the supermarkets, with a new beauty department said to be created by the end of the year.

The retail giant currently has 64 sales points in El Corte Inglés stores and is expected to overhaul older concessions within the stores over the coming years, while adding four new concessions.

According to Álvarez Etxegarai, Sephora’s Chief Executive, the supermarkets are an ideal setting in which to sell products due to the high footfall of tourists, while he has placed emphasis on a goal of building a friendly relationship with consumers in order to promote repeat purchases.