Sir: It is good news for the retail sector and private label that Tesco has revamped its new ‘BD beauty Secrets’ range and is competing with national brands (‘Celeb make-up artist Abby Ireland revamps Tesco cosmetic range,’ 18 October, p40). 

The range shows how far private label has come, with a supermarket cosmetic line now competing directly with branded offerings in a similar price bracket. The celebrity partnership further adds to the exclusivity of the brand and shows that Tesco understands the power of marketing. 

Part of the reason the big four has been able to maintain margins in recent years has been through diversifying private label and replicating the success of food in non-food ranges. Through closer collaboration and an increased focus on quality, it is now easier than ever to ensure private-label products stand up against the brands. 

Nick Martin, SVP Northern Europe, Trace One