In the retail sector, beauty products have become a focal point for many companies, with several adopting similar strategies in an attempt to distinguish themselves from competitors. Retail giants like Target, Walmart, and Ulta are investing significantly in expanding their beauty product lines to drive sales and foster growth.
In February, Target (TGT) enhanced its beauty product selection by introducing over 2,000 items from 50 new brands, all priced under $20 to appeal to budget-conscious consumers. In contrast, Walmart (WMT) has taken a different approach, offering premium brands to attract high-spending customers.
The expansion seems to be impacting specialized beauty retailers, such as Ulta Beauty (ULTA), which has experienced a loss in market share within the beauty category for the first time. In response, Ulta is implementing a new growth strategy that includes expanding its in-store and online product offerings, introducing new brands, and launching a marketplace on its e-commerce platform to regain its competitive edge.
Dollar General (DG) has also entered the competitive field of beauty retail, leveraging its reputation for affordability. The company plans to host a ‘7 Days of Savings Beauty’ event from April 6 to 12, offering significant daily discounts on various beauty and personal care products. Jimmy Nguyen, Vice President and Division Merchandise Manager of Health and Beauty at Dollar General, expressed excitement about providing customers with a curated selection of affordable, trendy products.
In response to consumer demand, Dollar General has broadened its beauty and personal care offerings with new international brands such as e.l.f. Cosmetics, and additional products from exclusive partnerships.
The schedule for Dollar General’s beauty event includes:
- Sunday, April 6: $5 off a $15 purchase in cosmetic, hair, and skincare products from select brands like L’Oreal and Maybelline.
- Monday, April 7: $2 savings on select haircare products.
- Tuesday, April 8: $3 off Dial body wash (32oz).
- Wednesday, April 9: $2.25 savings on Edgewell or Skintimate shave gel.
- Thursday, April 10: $5 savings when purchasing two Irish Spring or Softsoap (20oz) products.
- Friday, April 11: Buy one Old Spice or Secret Whole Body Deodorant, get another free.
- Saturday, April 12: Buy one Dial hand or bar soap, get another free.
While some may overlook Dollar General as a destination for beauty products, the attractive deals and featured brands are compelling, though the offers are limited-time only.
