Health food retailer Holland & Barrett will this week unveil the first of its 600 stores to feature a floor dedicated to natural beauty products.
The mezzanine floor of its concept store at Leicester’s Highcross shopping centre will be devoted to natural beauty.
Peter Aldis, chief executive of parent NBTY Europe, said the move was a natural next step for the retailer after its ban on beauty products containing paraben and SLS chemicals.
In a swipe at rivals, Aldis said there was a “need for transparency within the industry to ensure consumers know exactly what they are getting for their money”.
He said: “This new store will become a showcase for true natural beauty products and we are confident the proposition will be very successful.”
Last month the retailer pioneered its first-ever loyalty scheme, dubbed Rewards For Life.
Holland & Barrett pilots Rewards For Life loyalty scheme (12 April 2011)
Holland & Barrett unveils ‘penny sale’ promotion (10 March 2011)