Waitrose launches Essential beauty

Waitrose is extending its Essential range with the launch of basic beauty products including shampoo and soap.

Waitrose

The haircare, skincare and bath and shower range will include cleansing facial wipes, bath crème, shower gel, soap bars, shampoo, conditioner and hand soap.

Products use ingredients and scents including, olive, jojoba, chamomile, vanilla, ginger and clementine.

All items will sell for 99p except the facial wipes, at £1.45.

Waitrose says the initiative means customers “won’t have to splash out to afford all your beauty basics”.

The range extension will further pit Waitrose against value-led competitors Asda and Tesco.

Waitrose launched the lower-price Essential offer in March in a bid to stop recession-hit shoppers defecting to rival supermarkets to access cheaper basic products.

Sales at Waitrose were up 7.4% to £2.18bn against like for like sales up 1.8% for the six months to 1 August.

The upmarket supermarket said in June that the basics range already accounted for 13% of sales. It initially hoped to reach 15% by October.

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