Mass retailers are taking advantage of increased footfall in stores with updated assortments and revamped departments that better reflect beauty's key trends today.
is accomplishing what the two retailers set out to do — bring prestige brands to the mass market without diminishing the loyalty to either powerhouse retailer.
Target is leveraging Ulta Beauty-trained Target team members to serve as on-site beauty consultants. “It was important to build on that experience by introducing Ulta Beauty trained team members, further aligning with Target’s focus on providing guest service with deep product expertise,” she said. Target has been a trailblazer in areas such as clean, sustainable, BIPOC-owned brands, personalized and direct-to-consumer brands. To wit, Target ventured into textured hair more than a decade ago and continues to add even more inclusive beauty brands. The chain has badges identifying Black-owned and -founded brands as well as certified Target Clean brands online and in stores.
CVS is integrating oral care into its beauty department, the latest innovation for the nation’s largest drugstore chain, which has made a series of bold moves rooted in wellness over the last decade — from removing tobacco to eliminating beauty image alterations. CVS also was among the first to edit sunscreens less than 15 SPF from its mix and to remove chemicals of concern its private label beauty and personal care items.
Balancing legacy brands with indies is mission critical for CVS, as is the quest to include purpose driven brands. “The consumer in mass is making choices with purpose in mind,” she said. “Our relationship between the pharmacist and consultant is unique. Pharmacists give a warm handoff to the beauty consultant who can walk with customers to find the right solutions,” said Lauren Brindley, group vice president for beauty and personal care at Walgreens.
“We make sure we have the broadest range of products for scalp issues like psoriasis and eczema,” Brindley said. “We’re also focusing on hair growth solutions so people can feel confident and have thick, strong hair.” As they shop Walgreens in 2022, they will see a bounty of new items on shelves. “We’re excited about 2022 because there is a lot of innovation,” she said. In addition to Cover Girl skin care, she cited Maybelline’s Colossal Curl Bounce Curling Mascara and L’Oréal’s relaunch of Lash Paradise, which will also add lipsticks and lip balms. The legacy brands, she added, have bounced back from the pandemic quickly because they are names shoppers trust.
Anchored in wellness, the beauty department has perhaps the most dramatic overhaul with more than 1,200 new items and new discovery zones to experiment with products. The upgrade is paying off and will further drive beauty sales in 2022, according to Keptner. Next is beauty care comprised of products that keep skin and hair healthy. In terms of new growth drivers, “Men’s skin care continues to see tremendous growth and innovation. You are going to see some new interesting new brands come out in the men’s care category,” Keptner said.
The push for ingredients is good for the industry, Keptner said. “It keeps the well-established brands innovating; at the same time, there is opportunity for upstart brands to emerge with something different to expand the category. There is a willingness and interest from consumers to try new products.”
Moving into 2022, Balbale said Walmart will remain focused on three pillars driving beauty forward: assortment, experience and storytelling. Walmart also is at the forefront of the clean movement. “We recently launched a Built for Better platform that will make it easier for customers to find products that support personal well-being and reduce our impact on the environment,” Balbale said.
“We’re leaning into wellness and continue to embrace that segment and learn with our showcase of existing brands and new lines across all categories and all price points,” said Monica Arnaudo, chief merchandising officer. Ulta Beauty’s wellness categories are everyday care, supplements/ingestibles, relax and renew, down there care and spa at home.
Ulta’s Conscious Beauty program, piloted in 2020, is another example of the specialty areas. Conscious Beauty at Ulta Beauty now spans 270 brands in mass and prestige. “We continue to lean in on conscious beauty and there will be new brands and products in that space in 2022,” Arnaudo said. “Makeup is about self-expression. Some people really want to glam it up,” Arnaudo said. “It isn’t just brow and eyeliner now, it is lashes, eye shadow, glitter and lip is back in a big way.”
Online has grown for Ulta Beauty, but Arnaudo said people are happy to be in stores and testing products. “We know our guests love to shop in stores because they want to discover, they want to play, they want to try on and they want to see the products,” she said.The confluence of shoppers seeking value and an enhanced assortment at Dollar General has more consumers heading to the value retailer for beauty. That trend is expected to further gain momentum in 2022.
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