US convenience chain adds make-up to the mix
US chain 7_Eleven is broadening its product offer with the launch of an affordable range of cosmetics, Simply Me Beauty.
The convenience franchise plans to gain market share in this multi-billion dollar industry competing with drug stores and supermarkets which have 30 percent of the market.
Jack Stout, 7_Eleven senior vice president of merchandising, said “Convenience isn’t always just about a quick stop for something to eat and drink. 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.”
It’s a range designed to appeal to millennial women, 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.”
The line of 40 items is exclusive to 7-Eleven and carries price tags of US$3 to US$5.