Sainsbury’s health and beauty offer is set for a glow-up, as part of Simon Robert’s Next Level strategy.
Hinting at proposals for a new beauty own label, or refreshed beauty store format, the supermarket registered a series of phrases – ‘The Edit Sainsbury’s’ and ‘Sainsbury’s The Edit’ – with the government’s Intellectual Property Office earlier this month.
The trademarks cover nine classes, which include cosmetic and beauty products, vitamins and beauty-focused electronic devices.
Sainsbury’s did not comment on the trademark listing. However, The Grocer understands it is gearing up for a launch later this year.
It would mark the most significant overhaul to Sainsbury’s beauty departments since 2018, when the supermarket relaunched Sainsbury’s Beauty. It saw 1,500 new SKUs, and the rollout of a new own label range in a bid to address falling beauty sales under previous boss Mike Coupe.
Sainsbury’s has been making further adjustments to its beauty offer over the past four years, first as part of Simon Roberts’ Food First Strategy, and now Next Level strategy. It has seen the rollout of updated fixturing and signage, range rationalisation and a rebalancing of the space in some stores.
As a result of the work, The Grocer understands Sainsbury’s share of the beauty category has trebled over the past four years, and the business is keen build on the momentum as the Next Level strategy enters its second year.
Sainsbury’s has previously trialled manned boutique salon formats in a small number of stores. In November 2023, it began the rollout of new “Parisian” inspired Serum Bars to 106 of its superstores.
At the time, Amanda Steatham, Sainsbury’s then director of health and beauty, and now transformation director, said the new formats would “simplify” its beauty serum offer.
“Our customers already love to shop facial serums, but struggle to decipher what ingredients will be best for their skincare needs,” Steatham said.
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