Sainsbury's beauty

In October, Sainsbury’s announced it was taking on Boots and Superdrug with a beauty range refresh

Sainsbury’s is to extend the makeover of its beauty product range to 100 stores, as part of plans to arrest a slump in sales.

The retailer said after a successful trial at eight stores, which saw double-digit growth, its enhanced beauty range would be rolled out to the stores by March next year.

Sainsbury’s CEO Mike Coupe said the supermarket wanted to cash in on the popularity of online beauty sites and blogging, which had fuelled strong demand for beauty products.

In October, Sainsbury’s announced it was taking on Boots and Superdrug with a beauty range refresh, including new launches, exclusive brands and partnerships.

The doubled ranges include make-up, skincare, fragrances, gifts and hair, nail and beauty accessories from the likes of Revlon, Tweezerman, Crabtree & Evelyn, Yes To and Birchbox.

The 100 supermarkets will have dedicated beauty advisers and the rollout will see up to 1,200 products arrive in stores, including brands such as Real Techniques, Nip + Fab and A’Kin.

“Our transformed beauty aisles mean customers can do even more of their shopping at Sainsbury’s,” said commercial director Paul Mills-Hicks.

“By bringing their favourite products to our stores with everything from face masks to fragrances, customers can quickly and conveniently bag the best of beauty alongside their groceries without needing to shop anywhere else. With dedicated advisers on hand to help and an inspiring in-store shopping experience, we’re laying the foundation for Sainsbury’s to become a real destination for beauty.”

Despite a 0.5% slump in grocery sales and even weaker figures for GM (-3.1%), and clothing (-4.5%) Sainsbury’s also announced it had become the fifth-biggest clothing retailer by volume, overtaking Tesco. There had been strong online growth for its and Tu @ Argos ranges, it said.