UK supermarket chain Sainsbury’s bolsters beauty offering with specialist make-up aisles

UK supermarket chain Sainsbury’s bolsters beauty offering with specialist make-up aisles

Supermarket chain Sainsbury’s has boosted its presence in the beauty market with the announcement of specialist beauty aisles in 11 stores across the UK.

According to a company press release, the company will also be relaunching its 100-strong Boutique cosmetics range, which is predominantly vegan and includes on trend products such as unique long-lasting Brow Tattoos, Bronzer Bricks and Highlight & Contour Sticks. Sainsbury’s will be expanding even further into the beauty market with the launch of The Fragrance Shop in two stores, offering both perfume and make-up in one place.

The new push into the cosmetics industry has been announced ahead of of the possible merger with Asda, and will the see the new specialist beauty aisles staffed by specialist assistants.

Should the specialist beauty aisles prove successful, the concept will be rolled out across further stores in 2019. As part of the trial new brands such as Mane & Tail, Burt’s Bees, Essie, Korres and Dr PawPaw will be stocked in store.

Paul Mills-Hicks, Sainsbury’s commercial director, said, “We think customers will love our beauty makeover, which creates an alluring space where customers are inspired to browse the new ranges and try before they buy. Shopping for beauty and cosmetics is a very personal experience and we’ve transformed the look and feel of our beauty aisles to enhance the environment for our customers.  We’ve also invested in specially trained colleagues who will be on hand to offer advice and share their love of the amazing new line-up of exclusive and distinctive brands including our re-launched Boutique beauty range, which offers customers top quality cosmetics at fantastic every day value.  Our range of brands is designed to suit every need and the alluring environment and convenient locations mean we’re now a compelling beauty destination which challenges the old way of shopping.”