Seeking to compete with high-touch beauty retailers like Sephora and an expanded assortment at rival Target, Walmart will pilot Beauty Bars in 40 stores, giving customers the opportunity to talk to beauty experts, test samples and explore new products. The retail giant also will spotlight trend-forward brands online with elevated shopping experiences and editorial storytelling.
Additionally, Walmart’s Beauty Event, running April 18 to May 31, will offer more than 1,800 price rollbacks. The retailer has added more than 40 premium beauty brands to its assortment over the past year and encouraged the development of new products with the Walmart Start beauty accelerator program, which provides education, mentorship and networking to support brand activations.
“Our beauty customers are as diverse as the country itself — from teens just learning to care for their skin to busy parents trying to do it all to women navigating perimenopause and beyond,” said Vinima Shekhar, VP of Beauty at Walmart in a blog post. “They’re savvy. They mix basics with premium. And they’re asking for more — more personalization, more transparency and more options that meet their needs, their budgets and their lives.”
In July 2022 Walmart announced plans to add Beauty Lounges in 400 stores in partnership with cosmetics brand Mayvenn.
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Amazon Reprises Summer Beauty Specials
Amazon also is promoting beauty in the run-up to Mother’s Day with its third annual Summer Beauty Event, offering up to 35% off high-profile brands including Clinique, Dolce & Gabbana Fragrance, Kiehl’s, Nature’s Bounty, Olaplex, Tula and ZitSticka. The two-week savings event begins at midnight (Pacific) on Monday, April 28 and ends on Mother’s Day, May 11.
Throughout the sales event Amazon also will offer daily specials on different beauty categories, for example, 30% off skincare products on April 29, 40% off fragrance on May 1 and 35% off men’s grooming products on May 2. During the second week of the event, Amazon Beauty will offer daily discounts on brands including Lancôme, Maybelline and Nutrafol.
