Sainsbury’s to refresh health and beauty offer under 'Next Level' strategy

Sainsbury’s is strengthening its beauty offer, with plans to launch a new own label and refreshed beauty store format as part of CEO Simon Robert’s 'Next Level' strategy.

The British supermarket chain registered a series of phrases – 'The Edit Sainsbury’s' and 'Sainsbury’s The Edit' – with the Government’s Intellectual Property Office earlier this month.

The trademarks cover nine classes, including cosmetic and beauty products, vitamins and beauty-focused electronic devices. It is gearing up for a launch later this year, The Grocer reports.

It would reflect a significant refresh to Sainsbury’s beauty department, having previously bolstered its health and beauty offer in 2018 with new launches, exclusive brands and partnerships, including adding The Fragrance Shop counters in two stores.

The supermarket has also introduced updated displays in recent years, including new 'Serum Bars' in 2023 to "make it simpler for customers to pick the right serum for their skincare need".

Meanwhile, Garnier and L’Oréal Paris partnered with Sainsbury’s in 2022 to bring AI-powered skincare consultations to a number of its UK stores. As part of this, the technology scans customers' faces to deliver tailored and personalised skincare advice.

As a result of its continued investment in health and beauty, The Grocer said that Sainsbury’s share of the category has trebled over the past four years, and the business is keen build on the momentum under the 'Next Level' strategy.

Under the strategy, Sainsbury’s recently announced it will cut more than 3,000 jobs, impacting around 2% of its 148,000 staff as part of plans to "simplify the business".

As well as affecting shop-floor staff, the move will also involve axing 20% of senior management workers over the coming months as part of a shake-up of its head office.

The news comes as a number of British supermarkets have been elevating their beauty offer in recent years, helping to transform them into more credible beauty retail destinations for consumers.

"Beauty typically holds a higher profit margin for supermarkets than food, particularly as we have seen profits in food squeezed over the cost-of-living crisis. By expanding their beauty offer, supermarkets can encourage shoppers to increase their spend in one transaction," retail trend analyst Wizz Selvey previously told TheIndustry.beauty.

Read TheIndustry.beauty's In Depth: Why supermarkets are betting on beauty.