10 months ago
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This week, my colleague Lexy Lebsack and I dive deep into the off-price retail world, which has recently attracted more beauty brands, as well as premium assortments and displays. Additionally, an update on the body-care brand Kate McLeod, which is expanding to Sephora stores as the prestige retailer dives deeper into body care.
Stocked with deeply-discounted Byredo, Laneige, Kevyn Aucoin, Clinique, Benefit and Mario Badescu, among dozens of other brands, discount department stores’ beauty sections look more like Ulta Beauty or Sephora than ever before.
A presence in off-price retail channels, which include Marshalls, TJ Maxx, Nordstrom Rack and Saks Off 5th, has long been a sensitive subject among beauty brands based on the fear that selling marked-down products will equate to brand equity dilution. But a peek inside some of these off-price retailers now reveals a wide and elevated assortment of products by brands including Too Faced, Patchology, Mario Badescu, The Ordinary and Elemis. And these brands are being displayed on premium gondolas, rather than the basic display shelves of yesteryear.
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English (US) ·