Asda takes on high street with cosmetics makeover

Asda is extending its cosmetics range to compete head on with Boots and Superdrug.

Asda will roll out its newly designed cosmetics departments nationally over the next couple of weeks. The new units, designed by Coutts Design, have been tested over the past year.

Asda has struck deals with established brands, including Maybelline and Rimmel, and new ranges such as Smackers, a cosmetics range aimed at teenagers.

A spokeswoman for the retail giant says the new display gives the cosmetic range an “upmarket, personal feel” and will be staffed by specially trained employees.

Cosmetics have traditionally been a weak area for supermarkets, mainly because the major brands were unhappy to sell their products in that environment.

In a situation similar to the spat between Levi’s and Tesco, major cosmetics brands felt their products did not receive the treatment they deserved on the supermarket floor.

Asda also announced this week that it is recruiting 10,000 staff – an average of 30 to 40 per store – so that it can put more employees on the shop floor.

Ads for the vacancies will appear in labelling on shelves, and stickers on own-branded products.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here