Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Industry buzz

7-Eleven launches beauty brand with impulse buys in mind

Convenience store 7-Eleven is hoping to become the next big beauty destination, thanks to the launch of its debut cosmetics line. The chain store has unveiled a brand-new 40-piece makeup collection titled ‘Simply Me Beauty,’ designed with millennial consumers in mind.

7-Eleven launches ’Simply Me Beauty’ - Photo: © 7-Eleven / PRNewsfoto

7-Eleven launches ’Simply Me Beauty’ - Photo: © 7-Eleven / PRNewsfoto

Described by the retailer as an “affordable, fashion-forward line of makeup,” the Simply Me Beauty brand covers cosmetics and accessories for the face, eyes and lips, with all items priced between US $3 and US $5. From eyeshadow palettes and highlighters to BB foundation creams and eyebrow wax, the collection is positioning itself as a catch-all beauty range for women on the go, banking on the convenience factor of shoppers being able to pick up a bronzer alongside their morning coffee. As well as the traditional mascara, lip gloss and powder compact beauty offerings, the line will also feature tools such as false eyelashes, makeup remover, nail buffers, brushes and blender sponges.

Impulse buys

Much of the time, makeup items like lip and eye colours are spur-of-the-moment, impulse buys,” said Joy Pico, 7-Eleven category manager, in a statement. “If the price is right, that makes it easier to justify. For a millennial working woman wanting to refresh her makeup while grabbing lunch at 7-Eleven stores, Simply Me Beauty is a welcomed offering and is priced just right for her.

The beauty launch, which is set for the Holiday season, will see the line made available at special ‘Gorgeous on the Go’ displays established exclusively at 7-Eleven stores. The brand operates, franchises or licenses 10,900 stores across North America. 7-Eleven also has a presence in Australia, Asia and Scandinavia.

The beauty products industry is currently worth US$46 billion, and forecast to increase by 12% by 2020. Drug stores and supermarkets have 30 percent of the market, so it makes sense that 7-Eleven wants its slice of the pie, and it isn’t the only mass retailer cashing in on the potential opportunity — earlier this year the pharmacy giant Walgreens targeted younger makeup fans with the launch of a new 160-piece cosmetics collection called CYO.
In fact, a slew of new makeup lines have appeared on the scene in 2017, with everyone from online fashion retailer Asos and manicure brand Nails Inc, to Rihanna and Kim Kardashian launching own-brand beauty collections.

Premium Beauty News with AFP/Relaxnews

© 2017 - Premium Beauty News - www.premiumbeautynews.com
latest news
Focus
spip-vignette

MakeUp in Los Angeles unveils conference programme

The third edition of MakeUp in LosAngeles will open its doors on February 7 and 8 2018 in a new venue, the Barker Hangar, concomitant to the first edition of Luxe Pack Los Angeles. The event’s conference programme will feature thirty speakers hosting fifteen conferences and half a dozen round tables focused on the new beauty (...)

read more
job opportunities
Experts’ views
Trend Alert 2018 - Body is the new Face

Leïla Rochet-Podvin
Trend Alert 2018 - Body is the new Face

A more holistic vision of beauty is emerging from the influence of millennials. A new blend of body positivity, wellness, allure, and, sexiness gives a fresh boost to this forgotten business category i.e. body. Promoting a healthy and fit body has become highly popular on social media as much as portraying a healthy lifestyle. It is (...)

read more
Webinars
E-shop - latest publications
United Kingdom: Premium Beauty Market Report
1700.00 € excl. tax
Regulations on the registration of cosmetic products in China
200.00 € excl. tax
Regulations on the registration of cosmetic products in China (part2)
95.00 € excl. tax
Go to top ↑

Features

We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies
close