Based on department store beauty counters, the areas will be staffed by consultants, either from the brands or beauty trained Tesco consultants.
Sheridan&Co has designed a retail site for Diego Dalla Palma with a monochrome scheme contrasting hi-gloss black with matt off-white finishes. A flexible scheme combines a consultation counter with a user friendly self-service area.
Steve Thomas, head of design, Sheridan&Co comments: “We have struck an optimum balance between the desire to showcase a premium, consultation-based cosmetics brand and the practicalities of a self-select unit in a 24 hour supermarket.”
As with the recently introduced in-store Tesco salons, the company says the new introduction is really the result of customer demand. “People just don’t have the time to be trawling around lots of shops and this is an affordable treat,” says Tesco press representative Taryna Surtees. “And pretty much every area is covered, including skin care, hair care, colour cosmetics, body care and tanning.” In addition to Diego Dalla Palma, brands include Natio, All For Eve, DR Lewinns, Evolve, FakeBake, Crabtree & Evelyn, St Tropez, Tisserand, Le Couvent Des Minimes and Steamcream.
“We are constantly striving to grow our range of premium products, offering newness and exclusivity to our customers, delivering real luxury at Tesco prices,” adds Karen Davis, category buying manager for beauty at Tesco.
Tesco is also introducing its first F+F cosmetics range to the UK through its beauty shops. The range comprises everything from eyeshadows and lipglosses to cream blushers and highlighters (prices from £3).
The store locations were selected partly because these are huge stores which have the space but they are also in areas where there is nothing comparable nearby; the Dudley store for instance is on a retail park.
And consumers certainly seem excited by the prospect of prestige beauty at Tesco. People reportedly camped overnight outside the Dudley store and were queuing to get in when it opened this Monday (17 October). With regard to possible future openings, Tesco says it will wait and see what happens with the first three.
To coincide with the openings, the company is also launching a range of beauty products online for the first time on 31 October. “We are launching a range of exciting brands including Diego Dalla Palma and Natio, alongside beauty favourite Barbara Daly,” says Davis. “For the first time ever, we will be making a home for our beauty range online.”