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Sainsbury's overhauls beauty offering with department store style layouts

Sainsbury’s is launching department store style layouts for its beauty range as it looks to take on Boots and Superdrug.

HEALTH & BEAUTY

Sainsbury's overhauls beauty offering with department store style layouts

Sainsbury’s is launching department store style layouts for its beauty range as it looks to take on Boots and Superdrug.

The supermarket is refreshing the range and introducing larger, department store layouts in eight of its stores.

Over 1,500 new products will be introduced as a result of range expansions. In addition, Sainsbury’s will be including new and exclusive brands that customers might not expect to find in a supermarket. These will include the likes of Mane & Tail, Burt’s Bees, Essie, Korres and Dr PawPaw.

In a UK supermarket first, Sainsbury’s is also launching The Fragrance Shop counters in two stores to enable it to offer customers everything from basic beauty items to leading scents all under one roof.

Eight stores will also have specially trained beauty advisers offering expert help to customers. The advisers will all wear black tunic and trouser uniforms to ensure that customers can easily identify them.

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 products such as long-lasting brow tattoos, bronzer bricks and highlight and contour sticks.

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.”

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