Retailer own lines – Colour pay off

A number of retailers across the Big 5 European countries have launched new own brand colour cosmetics collections over the past 12 months, recognising the gains to be made from this lucrative sector

The new Sainsburys Boutique range

This year several retail giants across Europe launched new own brand colour cosmetics collections. Lucy Copp explores the thought and development processes involved

Today it seems that everyone wants in on the colour cosmetics market, and retailers are no exception. This year, several major retailers across Europe, including Sainsbury’s, Superdrug, Marionnaud and El Corte Inglés, took the plunge into the mature and competitive colour market, ramping up their own brand offerings with comprehensive new collections.

As consumers become increasingly time-poor and their expectations of convenience reach new heights, it’s perhaps unsurprising that these retailers have decided to cash in on the gains to be made from selling their own make-up lines alongside those of established colour brands. The dynamics of shopping are changing and it’s fast becoming the norm for shoppers to head out to their local superstore not just for their bread and milk, but for their lipstick too.

All under one roof

In September, retail giant Sainsbury’s, which is the third largest supermarket chain in the UK and accounts for 16.5% of the UK supermarket sector, launched a 46-sku colour collection called Boutique. . . .

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