UK budget retailer Poundland is launching a colour cosmetics line. The discount store, which stocks items across food and drink, entertainment, household and personal care to name but a few categories, sells all individual items for £1 or less.
Currently, it stocks well-known high street beauty brands such as Revlon, Rimmel and Nivea, but has now chosen to launch its own range, named the Make Up Gallery. The range features over 100 SKUs encompassing nail, lip, eye and base products in multiple formats and shades.
It is positioned to compete with the own-brand lines of mainstream retailers such as Superdrug (which has its own line of budget beauty accessories and nail care products, and stocks various other brands around the £1 mark), Boots and its revamped SEVENTEEN line pitched at the teenage market; and supermarket Tesco, who this month announced the launch of its newly branded BD Trade Secrets line of make-up, formally Barbara Daly.
The retailer is pushing certain items from the range, predicting bestsellers to be a long lasting foundation with UVA/UVB filters, a volumising and lengthening mascara with conditioning formula, a quick dry nail polish, sheer tube lip glosses in a range of shades, and a pressed powder with vitamin E.
CEO of Poundland, Jim McCarthy, commented: “We’re very proud of our new Make Up Gallery range which is available at our famous £1 price point, offering amazing value. The cosmetics industry can be notoriously pricey so we are very proud to launch a new and stylish range that makes the latest beauty looks and trends accessible to everyone. So now, for under £10, women of all ages can stock up their make-up bags for less.”
The reveal comes after the company announced in February of this year that it is to extend its operations into Spain in the next financial year. Its initial plan is to open up to 10 stores under the Dealz brand over a two-year period and to use the insight from the first phase of stores as a platform for further roll-out. Poundland first entered Europe via the Republic of Ireland in September 2011, trading under the Dealz brand.
Make Up Gallery products will be rolling out into Poundland stores from the end of October, and will be available in 480 branches by mid-November.
