Sears, Roebuck and Co. announced plans Monday to sell cosmetic brands normally found at the corner drugstore in 100 of its stores and on its web site.
The new cosmetics departments, a concept that was tested in 13 locations last year, will include brands like L’Oreal, Maybelline, Revlon, CoverGirl, Sally Hansen, Essie and Nocole by OPI. Sears said it will have “beauty advisers” working in the departments to assist customers.
Gary Schettino, a Sears vice president, acknowledged that the brand lineup is not one traditionally associated with mall department stores.
“Our foray into beauty creates the perfect complement to our new approach to fashion at Sears,” he said in a news release. “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.”
Hoffman Estates-based Sears has been working for two years to revitalize its cosmetics business. Just last month, the chain said it was partnering with Rockford-based manufacturer Colorlab Custom Cosmetics to open in-store shops where beauty consultants will create custom-blended foundations, lipsticks and eye creams for shoppers while they wait.
Sears is turning into a KMart. Oh, wait…