Never has supermarket shopping been so much fun. Bread? Eggs? Check! A trolley full of fabulous beauty buys. Check! Who would have guessed that the next hot retail destination would be the supermarket? In between picking up household necessities, women around Australia are also sneaking in a luxurious beauty shop, for less time and a lot less money invested.
The convenience of shopping for our make-up, skin and hair care products in supermarkets is huge. Plus the fact that beauty companies can distribute in bulk and to a much wider national audience means that the savings are directly passed on to you. So, you can pick up many of your favourite beauty products in dedicated, and increasingly attractive, supermarket displays.
Amanda Green, health and beauty development manager at Coles, says, “Economies of scale mean that we can get the best price and then pass this on to our customers. We also offer exclusive beauty brands that deliver the great quality at a low price because the customer doesn’t have to pay for celebrity endorsements and big TV campaigns in the price of their products.”
Consumers are on a winning streak, with big players in the beauty market jumping into this lucrative new sales environment. Luscious skincare brands such as Dr LeWinn’s have created “beauty diffusion” lines in a similar vein to fashion designers Stella McCartney’s Target range and Peter Morrissey’s Big W collection.
Australian demographer Bernard Salt observes there has been a shift in our beauty-buying habits. “There is no doubt that the health and beauty line in supermarkets has expanded. There is still a market for indulging in ultraluxury beauty products. On the other end, women are increasingly looking for a standard range of beauty products to deliver the basics. Since the global financial crisis, many women want a good product, at a fair price.”
He adds: “There is also a cachet in being able to ferret out a good deal. Saying to friends; ‘This product is ten times better and half the cost’ and buying your favourite cream from ALDI for $10 is seen as smart. It shows you are a savvy consumer.”
Stefan Kopp, an ALDI managing director, says: “Consumers are realising they don’t have to spend money on expensive beauty products when there are cheaper alternatives that are as good as, and in this case, better than – the market-leading products.
“We work closely with scientists to get the best innovation and this product has been developed in accordance with the latest scientific research and has been dermatologically tested.” He says the ALDI beauty product range is also popular, with waterproof or volume mascara, Make Up foundation, compact powder for $5.99 and lipstick for $6.99.
The Lacura Renew Anti Wrinkle Multi Intensive Serum was rated the UK’s No.1 anti-ageing serum after being tested by 1000 women for a magazine survey. Exclusive to ALDI Australia, it contains vitamins E and C, macadamia oil and the anti-ageing peptide mimox. The complete Lacura range includes Facial Exfoliating Wash and Eye Care, with products for men and women.
Coles is also buying into the beauty sector with a rapidly expanding range of beauty products, including two exclusive ranges. Dr LeWinn’s Synergise is formulated with swiss apple stem cell technology, which has been shown to have regenerative properties.