Hot Concepts: Whole Foods' 'Beauty Week'

Competition within the retail beauty space continues to heat up as Whole Foods Market, which has long been lauded for its beauty standards, made an even bigger splash with its inaugural “Beauty Week” that took place in late March.

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During the event, Whole Foods celebrated all things beauty related with events, classes, demonstrations and promotions to inform shoppers about the retailer’s selection of personal care products and cosmetics.



During “Beauty Week,” all Whole Foods Market locations offered a limited edition “Hello, Beauty!” bag for $18 (valued at $60). Each beauty bag contained six exclusive product samples, including derma e Microdermabrasion Scrub, Acure Cell Stimulating Facial Mask, Giovanni 2chic Ultra Repair Shampoo, Pacifica Eye Shadow Duo or Lipstick, Trilogy Vital Moisturizing Cream and Gabriel Mascara, plus $5 in beauty coupons. The bags were made with 100% cotton recycled saris from RIJI Green, a business committed to ending human trafficking.



“One thing that really sets us apart in the beauty industry is our standards. Our shoppers know and trust us because we have baseline standards that prohibit 50 ingredients in the products we sell, along with our top-tier standards, called Premium Body Care. When we first launched our premium standards in 2008, we had about 400 products that were certified — now we have more than 4,000,” said Maren Giuliano, executive global Whole Body coordinator.