Department Stores

Sears Introduces Beauty Shop

Full-service areas allow consumers to test, get product education and shop

Published

15 years ago

August 27, 2009

VMSD Staff

Sears Holdings Corp. (Hoffman Estates, Ill) will debut beauty departments in 13 retail mall locations, including Chicago, Los Angeles and New York, offering an assortment of mass, specialty and prestige beauty brands, such as L'Oreal, Maybelline, CoverGirl, Calvin Klein and Yves Rocher, a French botanical products brand that Sears sells exclusively in the U.S.

Brand-trained consultants will offer an assortment of cosmetics, skin care, bath and body, natural and fragrance products. “Sears Beauty is dedicated to providing a whole new way of accessing beauty products in a personalized and approachable way,” says Andrea Goldner, divisional merchandise manager, Sears Beauty. “Our goal is to help customers obtain a mix of beauty products, both in store and online, that meets their individual needs and complete their head-to-toe look.”

Customers can find the Sears beauty departments in select stores nationwide or online. Grand opening celebrations are being held on August 29-30 and September 5-6.

Sears is the fourth largest broadline retailer with approximately 3900 full-line and specialty retail stores in the U.S. and Canada.

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