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Sears Re-Enters H&BA Categories With New Store Format

This article was originally published in The Rose Sheet

Executive Summary

Sears will begin selling health and beauty aid brands within a new off-mall store format called Sears Essentials, marking the retailer's re-entry into the beauty category after phasing out cosmetics and skin care in 2001

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Sears Brings Beauty Back In Expanded, Full-Service Format

Sears is having another go at beauty sales, pulling mass-market, specialty and prestige cosmetics under one roof

Sears Brings Beauty Back In Expanded, Full-Service Format

Sears is having another go at beauty sales, pulling mass-market, specialty and prestige cosmetics under one roof

Sears beauty

Retailer has marked its return to beauty sales within its mall-based locations with the opening of 13 beauty departments in retail malls in Chicago, Los Angeles and New York. In an Aug. 27 statement, the Hoffman Estates, Ill.-based company says its beauty centers are "fun, easy to shop and allow for product testing and education." The centers will include cosmetics, skin care, bath and body and fragrance products from brands including L'Oreal, Maybelline, CoverGirl, Calvin Klein and Yves Rocher. With the debut, Sears is the only mall-based department store to offer an assortment of mass, specialty and prestige beauty brands, the firm claims. The retailer phased out of cosmetics and skin care sales in 2001, but began selling beauty again within its non-mall-based Sears Essentials stores in 2005 (1"The Rose Sheet" Feb. 21, 2005)

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