Sainsbury’s revamps its beauty offer

Date : 04 October 2018

Sainsbury’s has announced plans to boost its beauty offer by expanding its range and introducing in-store specialists.

Becoming a destination for beauty

Sainsbury’s has launched a new and improved beauty offer in eight stores, including an enhanced range and improved in-store shopping experience. The concept has taken inspiration from the strategies of health and beauty specialists, Boots and Superdrug.

According to IGD Shopper Vista research, health and beauty is a destination category for many shoppers, with one in six grocery shoppers claiming to be on a health and beauty mission on their last trip.

This provides an opportunity to enhance in-store execution and range portfolios, to prevent shoppers from going elsewhere for their health and beauty shop. 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.

If the revamp proves successful, the retailer plans to roll the concept out to more storesin 2019.

Boosting its range

The retailer is set to double the size of its beauty offering to include 3,000 products. The range is set to benefit from exclusive brands such as Mane & Tail, Burt’s Bees, Essie, Korres and Dr PawPaw. The development creates room for specialist beauty suppliers to gain a presence in a mainstream grocer, as well as allowing Sainsbury's to boost its specialism in the category.

On-trend beauty products such as contour tools, brow tattoos and bronzer bricks will also widen the appeal and help Sainsbury’s to differentiate itself from other supermarket retailers.

As well as an expanded branded offer, the retailer has also recently relaunched its private label Boutique beauty range. Products within the range are priced at under £6 and are all vegan, appealing to younger shoppers and catering to the recent rise in cruelty-free beauty. According to press reports, the retailer is also trialling concessions of The Fragrance Shop at its stores in Croydon and Selly Oak in Birmingham, with the latter to be opened soon, as it continues to develop its strategy of working with third party companies to create more compelling retail destinations.

Improving the in-store experience

The eight stores involved in the trial will also benefit from specially trained and dedicated beauty assistants, offering tailored beauty advice to shoppers. A different uniform will allow the specialists stand out to health and beauty shoppers.

Tailored advice will help shoppers to navigate the range, and make the experience feel more personal and premium.

Want to know more?

Retail Analysis subscribers can read and download our latest health and beauty insight here.

Retail Analysis subscribers can also read more on Sainsbury’s here.

Sainsbury's will release its interim results on November 8th.