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Circle of Beauty in-store boutiques include information resource center.

This article was originally published in The Rose Sheet

Executive Summary

SEARS POSITIONING CIRCLE OF BEAUTY BOUTIQUE AS RESOURCE CENTER, offering books, videos and "beauty postcards" to "help customers make more intelligent [purchasing] decisions," the firm said. The resources are provided as part of a separate display within the Circle of Beauty product boutique. Sears believes that customers, "confused by the multitude of conflicting product claims being made today," need "real information that will enable them to be smarter, better consumers."
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