In-store support helps mass retailers win back share

One of the biggest challenges for mass merchants to crack the facial cosmetics code has been selling foundations, blushes and powders to women who can’t sample them in stores. “The right shade is the hardest thing to achieve in face,” said Richelieu Dennis, the co-founder of Sundial Brands, which is poised to break into cosmetics.

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Several years ago, drug chains found that the solution was to offer a full refund if women brought back a shade they didn’t like. But the impact of that was softened by the growth of specialty stores with testers and beauty advisers.



Fighting fire with fire, drug store and discount retailers continue to add more service. Walgreens Boots Alliance has more than 26,000 beauty advisers, and the company recently upped the ante in Houston, with a test of Boots Beauty in 13 stores where shoppers can get in-store makeovers and foundation matching from a Boots Beauty Consultant. Target also maintains a beauty concierge program, along with Boots consultants.



CVS continues to add more in-store support, especially to correspond with its addition to the Salma Hayek line with rebooted cosmetics items.