Sears may not be the retail powerhouse it was when Reebok high-tops ruled, but they’re hoping to change that with the help of high-margin beauty products. Eight years after getting out of the cosmetics biz, the 115-year-old company is getting back in, hoping that beauty can give their flagging bottom line a boost.
The company plans to open full-service beauty counters at 13 pilot stores in LA, Chicago and New York this week, with hundreds more to open in other Sears locations over the next two years.
The words “beauty” and “Sears” don’t really go together in my mind, but they’ll be carrying big drugstore brands like CoverGirl, L’Oreal and Maybelline, as well as niche brands like Burt’s Bees and Yves Rocher (for which Sears will be the sole US retailer). Who knows, right? Stranger things have happened.
Sears will try to differentiate its beauty business by mixing mass-market prices and displays with department-store service in a mall.
I wonder if they’ll bring back the Icees and warm nuts…
Your friendly neighborhood beauty addict,
P.S. According to Sears, grand opening celebrations are being held in each of the pilot Sears Beauty locations on Aug. 29-30 and Sept. 5-6, featuring complimentary makeovers and gift baskets (in case you live near one of the stores).
Other offers include a free cosmetic bag and brush set with any $25 cosmetics, fragrance or bath purchase and a $10 Sears reward card with any $50 cosmetics, fragrance or bath purchase.