News

Sears announces plans to expand beauty department

April 12, 2011

According to DDI.com, Sears Holdings Corp. has announced plans to expand its beauty departments in more than 100 Sears locations and online.

Featured brands will include L'Oreal, Maybelline, Revlon, CoverGirl, nail care products from Sally Hansen, Essie and Nicole by OPI. Skin care products and men’s and women’s fragrances will also be offered. The departments will have beauty advisers on hand to answer questions and offer beauty tips. 

"Our foray into beauty creates the perfect complement to our new approach to fashion at Sears. The introduction of affordable and well-known brands is another example of our continued commitment to offer our customers incredible value at a total style destination," said Gary Schettino, vice president and general merchandise manager for men's apparel and center core, Sears Holdings.

Last year, the retailer tested the beauty department concept in 13 stores across the country.