Tesco’s beauty hall

Rosie Baker is Marketing Week’s specialist on sustainability and retail.

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A year ago, at its annual Christmas store tour, Tesco outlined its plan to become a “more credible” retailer in the health and beauty sector.

It is now rolling out the new “beauty hall” in-store format, and I have to say I’m impressed with how it looks but I don’t know how well it fits.

Looking at the pictures, you’d think it was House of Fraser or Debenhams’ beauty offering.

There are upmarket cosmetic brands, each with their own branded consultation areas, offering services and beauty treatments like waxing and make-overs.

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Italian make up brand Diego Dalla Palma will launch exclusively as part of the new roll out and its in-store fixtures were designed by POP specialist Sheridan&Co which works with a host of luxury brands and department stores, rather than Tesco.

It’s a pretty bold and upmarket look for Tesco’s supermarkets, but it’s  a world away from the  way the rest of the store looks so I hope customers don’t find the change jarring.

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