Sears Expands Beauty Offering

Sears, Roebuck and Co. (Hoffman Estates, Ill.) is expanding its beauty offering at more than 100 locations with new cosmetics departments that include products from well-known brands, including L'Oreal, Maybelline, Revlon and CoverGirl. The departments will also feature nail care from Sally Hansen, Essie and Nicole by OPI, an extensive assortment of skin care and fragrances for women and men. Beauty advisers staffing the departments will offer makeup tips and advice to customers on product selection.

The retailer tested the beauty concept in 13 stores across the country last year. The new in-store areas will include new fixtures in a dedicated space.

“Our foray into beauty creates the perfect complement to our new approach to fashion at Sears,” says Gary Schettino, vp/gmm, Sears men's apparel and center core. “The introduction of affordable and well-known brands is another example of our continued commitment to offer our customers incredible value at a total style destination.”

Sears, Roebuck and Co. is a wholly owned subsidiary of Sears Holdings Corp. with more than 2700 Sears-branded and affiliated stores in the U.S. and Canada.