John Lewis announces 'significant' investment in beauty as it brings back 'Never Knowingly Undersold' price promise

John Lewis has ramped up its investment in beauty and confirmed the return of its "Never Knowingly Undersold" price pledge from Monday, two years after abandoning it.

The British retailer will price match its products in-store and online to those across 25 major retailers, reaffirming its commitment to "quality products, brilliant service and competitive prices".

As part of this, the price promise will be powered by AI technology to monitor prices at the various online and high street retailers, including Marks & Spencer, NEXT, Boots, Amazon, and more.

The relaunch will be supported by its "biggest ever marketing campaign", which will launch nationally from 19 September, featuring actor Samantha Morton and music artist Laura Mvula, celebrating 100 years of Never Knowingly Undersold.

It comes as John Lewis prepares to introduce three new beauty halls at London's Oxford Street, High Wycombe, and Cheadle in Greater Manchester.

Boasting a new layout and new brands, as well as a "big drive" on fragrance, the retailer's increased focus on beauty comes as the category is doing "incredibly well" for the business.

"We are the market share leader on the premium side of beauty and we see significant opportunity in this space," Peter Ruis, Executive Director at John Lewis told TheIndustry.beauty.

The news comes after the department store chain has been attempting to win back customers following a challenging few years that has seen it cut jobs and close several stores.

It returned to profit earlier this year, but recently confirmed it would cut 153 roles as part of its restructuring and growth plan.

The decision by John Lewis' new boss Peter Ruis to reinstate its price pledge signals a change of direction from his predecessor.

The Never Knowingly Undersold promise was a hallmark of customer trust in John Lewis for nearly a century.

It was paused two years ago after customers told the retailer that the price promise was "too complicated" and the exclusion of online retailers "did not reflect how they were shopping".

However, in a recent survey of 5,000 customers, three quarters said that a modernised version of Never Knowingly Undersold would improve their feeling of getting good value for money at John Lewis, prompting its return.

Ruis added: "We are reimagining Never Knowingly Undersold for how customers shop today - offering great quality, service and prices in store and online - and re-starting the conversation as to what it means to Live Knowingly in the 21st century.

"100 years ago John Spedan Lewis created Britain’s most innovative and famous brand mantra. It defines why John Lewis is so special, and its unique position in the retail landscape.

"For the past seven months I’ve talked to our customers and our Partners about what John Lewis means to them. Today, we’re kick-starting our brand for the next 100 years, the perfect fusion of heritage and British eccentricity blended with radical relevance for the modern customer."