Today, Sears announces the expansion of beauty to more than 100 Sears locations and Sears.com. The new cosmetics departments will include beauty products from well-known and trusted brands, including L’Oreal, Maybelline, Revlon and CoverGirl, in a range of hues for every woman. The departments will also feature nail care from Sally Hansen, Essie and Nicole by OPI, an extensive assortment of skin care, as well as fragrances for women and men. Additionally, beauty advisers staffing the departments will offer makeup tips and advice to customers who desire assistance in perfecting their look.
The newly established beauty departments are expected to increase cross-category shopping at Sears as more women take advantage of the convenience and affordability of the brands. Offering beauty products is another critical step in the Sears strategy to create a strong portfolio of products and collections in traditional female categories associated with fashion. Recently, Sears launched UK Style by French Connection, a line of contemporary, stylish clothing and accessories collections for men, women and children. In January, the retailer also announced a fall collaboration with Kim, Khloe and Kourtney Kardashian to launch the Kardashian Kollection in 400 Sears stores nationwide. Sears looks to offer women a complete destination to create an entire look, now head to toe.