H&A launches ‘accessible’ Beauty Crush kits into Tesco

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Beauty Crush

H&A says The Beauty Crush products are ’ideal for the gifting season’

Personal care supplier H&A has unveiled Beauty Crush, an “accessible” brand of beauty tools and accessories exclusive to Tesco.

Promising “millennial-friendly price points” of under £15, the cruelty-free range comprises four kits designed for “everyday make-up missions”. Their matte black finish and “iridescent shine” also made them “ideal for the gifting season” H&A said.

They include The Basics (rsp: £14) featuring foundation brush, concealer brush, powder brush, eyeshadow brush and cosmetic headband.

In depth: Why beauty is now a major battleground for UK supermarkets

It landed in Tesco in September, followed in the past few days by Absolutely Nailed It and Eyes in 5 (rsp: £12). The former collection features nail scissors, nail clippers, glass nail file, toe separators and a cuticle pusher – all stored in a holographic pouch – while the latter has an eyeshadow brush, blending brush, tweezers and eyelash curlers.

The two sets are joined on shelf by Beauty Crush Blending Cosmetic Sponges (rsp: £6).

H&A’s aim was to “create a brand which makes the dream brush collection a reality for all beauty enthusiasts” said the company’s marketing manager, Holly Humphreys.

While online make-up tutorials were popular with younger shoppers, they often required “a full ‘tool kit’ of high quality, and often expensive, brushes” she added. “By combining serious product quality with accessible price points, we’re delighted to be able to offer a range which appeals to all budgets.”

Beauty Crush arrives as the major mults are overhauling their beauty offers, ramping up the number of products available, as they target a UK beauty market forecast by Mintel to grow 17.2% over the next five years, reaching £6bn by 2022.

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