Hot dogs and hot pink lipstick
The latest retailer to court beauty-obsessed shoppers is not who you think.
C-store 7-Eleven is entering the beauty space with a cost-conscious beauty line that targets millennial women looking for a variety of colors at affordable prices.
Simply Me Beauty is a budget-friendly cosmetics collection that offers the hottest trends in beauty such as multi-tasking makeup and versatile products, and all of the products are priced under $5.
According to 7-Eleven, the assortment of 40 items is designed to meet the needs of any female consumer. The collection of cosmetics and cosmetic accessories for the face, eyes and lips includes offerings for day or night use, different complexion types and skin tones.
"The beauty industry has seen dramatic growth of cost-conscious cosmetics in the marketplace because millennial women are looking for a variety of colors at affordable prices," said Lindsay Robertson, 7-Eleven product development category manager. "They like to buy and try, and our goal when developing the Simply Me Beauty line was to create a line of makeup that had a quality look and feel without a high price barrier."
Beauty is a $46 billion industry that is expected to increase by 12 percent by 2020, and cosmetics makes up 17 percent of the market, another number that is expected to continue to grow.
Drug stores and supermarkets have 30 percent of the market, and 7-Eleven says it plans to gain market share in a big way with this introduction.
Items in the special freestanding "Gorgeous on the Go" display include: eyeshadow palettes, blushers, highlighter, bronzer, BB foundation creams, hi-def concealers, volumizing mascara, eyebrow powder and wax, eyeliner, lip gloss and crayons, cream lipsticks, translucent powder compact, faux eyelashes, assorted makeup brushes, blender sponge, eye makeup remover, nail buffer and nail polish remover.
"Convenience isn't always just about a quick stop for something to eat and drink," said Jack Stout, 7-Eleven senior vice president of merchandising. "7-Eleven tries to offer our customers solutions for lots of different needs. We believe that for many, this top quality line of cosmetics and cosmetic accessories can become regular purchases in addition to fill-in stops."