Whole Foods hosts first-ever ‘Beauty Week’
Whole Foods Market kicked off its inaugural "Beauty Week," Mar. 18 through 24, "to celebrate all things beauty related."
Whole Body departments are hosting events, classes, demonstrations and promotions to inform shoppers about Whole Foods Market’s selection of personal care products and cosmetics "that support healthy people and a healthy planet."
All Whole Foods Market locations began offering a limited edition "Hello, Beauty!" bag for $18 (valued at $60), on Saturday, Mar. 21. Bags are made with 100 percent cotton recycled saris from RIJI Green, a business committed to ending human trafficking. Each beauty bag is filled with six exclusive samples, including a scrub, facial mask, repair shampoo, eye shadow or lipstick, moisturizing cream and mascara, plus $5 in beauty coupons.
From Mar. 20 to 22, shoppers also saved 25 percent on all facial care items at Whole Foods.
"One thing that really sets us apart in the beauty industry is our standards," said Maren Giuliano, executive global Whole Body coordinator, in a statement. "Our shoppers know and trust us because we have baseline standards that prohibit 50 ingredients in the products we sell, along with our top-tier standards, called Premium Body Care. When we first launched our premium standards in 2008, we had about 400 products that were certified — now we have more than 4,000."
Whole Foods noted that in 2012 it was named "the leading national retailer" in personal care product safety by the Campaign for Safe Cosmetics. In 2014, it was the runner-up in the Sustainable Beauty Awards’ "Sustainable Leadership" category. Whole Foods also offers organic labeling on personal care products although no mandatory government standards for the "organic" label claims exist on body care products.
Drug store chains and Target with its Beauty Concierge program have been more aggressively pursuing the beauty category in recent years, but most grocers have not.
Tesco in recent years has rolled nail and hair salons as part of a greater investment in its beauty counters, subsequently landing upscale brands such as L’Oreal, Estee Lauder and Clinique. In late February, Tesco launched the UK’s first one-to-one Online Beauty Consultations using Google + Hangouts. Free, confidential 15-20 minute consultations are available via video link to beauty, make-up, skincare and hair bloggers and experts.
- Whole Foods Market hosts first-ever ‘Beauty Week’ in all stores – Whole Foods Market
- Whole Foods hosts week-long beauty event – Supermarket News
- Tesco Launches Uk’s First Online Beauty Consultations – Econsultancy
- Tesco kicks off 12-month focus on beauty category with online blogger consultations – The Drum
- Tesco beauty salons: Like you just stepped out of a supermarket – Telegraph
Is the health & wellness trend opening up a bigger opportunity for the beauty category in supermarkets? Does Whole Food’s “Beauty Week” program and beauty push make sense for the upscale grocer?