Sainsbury's plans to take on Boots, Superdrug and department stores with new beauty push

Britain's second largest supermarket unveiled a beauty makeover that will see its range double in size to 3,000 items

Sainsbury's new dedicated beauty advisors

Sainsbury’s has planned an aggressive strategy in its latest effort to compete with some of Britain's largest beauty retailers.

The ‘big four’ supermarket – alongside Tesco, Asda and Morrisons – claimed it is now ‘taking on Boots and Superdrug’ by launching department store-style layouts and introducing 1,500 new products.

Mane & Tail, Burt’s Bees, Essie, Korres, Natura Siberica and Dr PawPaw have been named as some of the brands to land a retail deal with Sainsbury’s.

Eight stores will . . .

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