Holland and Barrett ups the ante on beauty

UK health food retailer Holland and Barrett has announced it is to focus on growing its H&Be Beautiful in-store beauty concept through a range of new products and retail initiatives.

The retailer has announced three new product lines to its flagship range Dr Organic. The new lines, Organic Rose Otto, Organic Virgin Olive Oil and Organic Royal Jelly, are said to be paraben and SLS free and join the existing six range line-up. There are products for the face, body and hair including shampoos and conditioners, body lotions, day and night creams and body washes.

The H&Be concept currently includes 500 natural beauty lines including the brands A’Kin, Trilogy, Lavera and Burt’s Bees.

Holland & Barrett is also working to increase the visibility of its beauty offer in its three new concept stores based in Bury St. Edmonds, Cheltenham and Moorgate in London. The new stores feature a larger selection of cosmetics and toiletries thanks to an extended beauty area. It aims to roll out the concept in 20 more stores during 2011 and a flagship store will open on London's Oxford Street at the end of November also with a greater emphasis on beauty.

“Our cosmetics and toiletries offer was as low as 2% but today it’s at 7%,” commented Peter Aldis, CEO NBTY Europe, parent company of Holland and Barrett. “The business has more than trebled in two years and we are giving it more space. Our aim is to grow the business to 10%.”

The retailer is also exploring additional ways of increasing its beauty offer including shop in shop and standalone concepts.