Beauty gets a makeover at Sainsbury’s

Sainsbury’s is taking on Boots and Superdrug by laying the foundations for a major makeover of its beauty range, designed to bring its customers the best beauty offering of the high street in a convenient supermarket setting.

The range refresh, including new launches, exclusive brands and partnerships, comes as the UK health and beauty market is set to reach £27 billion by 2020, with annual spend set to soar from £73 to £487 per shopper.

As part of the makeover, eight Sainsbury’s supermarkets will launch a completely revamped range and larger, department store layouts. Over 1,500 new products will be introduced as a result of range expansions and the arrival of new and exclusive brands customers might not expect to find in a supermarket – including favourites such as Mane & Tail, Burt’s Bees, Essie, Korres and Dr PawPaw, setting Sainsbury’s up to become a destination for beauty. 

In a UK supermarket first, Sainsbury’s is launching The Fragrance Shop counters in two stores. This will bring the most iconic perfume brands, from Chanel to Calvin Klein, to Sainsbury’s, offering customers everything from the beauty basics to leading scents all under one roof.

In almost 300 stores and online, Sainsbury’s is also relaunching its own Boutique cosmetics range. The 100 product-strong range is predominantly vegan and includes on trend products such as unique long-lasting Brow Tattoos, Bronzer Bricks and Highlight & Contour Sticks.

Eight stores will also introduce specially trained and dedicated beauty advisers, offering expert help to customers on the best beauty products for them. The beauty advisers will also be kitted out with black tunic and trouser uniforms to make sure they stand out in store for customers.

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.”

If the makeover proves successful in stores Sainsbury’s will roll the new concept out to more supermarkets next year.