Dollar General launches private label beauty range

Date : 05 August 2019

Dollar General launches new affordable private label beauty range, Believe Beauty, according to a report from CNN.

Benefiting from the influencer impact

In March, Dollar General launched its new private label beauty range, Believe Beauty. The range includes a variety of cosmetics such as lipstick, eyeshadow and foundation.

All 150 products within the range are priced at $5 and under, designed to attract a younger target audience.

Since the launch, the range has become extremely popular on social media. The official Instagram account for Believe Beauty has gained over 4,000 followers and the #believebeauty hashtag is circulating Twitter.

The new range has benefited from promotions from popular beauty bloggers and influencers who have been reviewing the range and posting make-up tutorials and “full face challenges”.

Affordable private label beauty

Provision of affordable health and beauty private label ranges is increasingly becoming a popular means to target younger shoppers and create a point of differentiation.

In January, Amazon launched its low-cost cosmetics line, Find, before launching its private label skincare range ‘Belei’ in March.

Primark is another retailer that stands out for its affordable private label offer in beauty. The retailer’s new store in Birmingham store does a great job at showcasing the P’s range, which has also attracted 435,000 Instagram followers.



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