Twenty-two year old Alexis Smith hadn’t shopped in Aerie in years. In need of a bathing suit for spring break, she popped into the store at the Destiny Mall in Syracuse, N.Y. and emerged with a suit and a few beauty items.
“I never thought of buying skin care there. But I went in because I liked their campaign using real models who aren’t airbrushed. Then I saw a bronzing cream I thought would be good for my trip,” Smith said.
The cream was from a line called Beauty For Real, one of a few brands getting exposure from Aerie and benefitting from the #AerieREAL campaign.
According to Beauty for Real founder Leslie Munsell, Aerie’s owner American Eagle approached her two years to create an exclusive line. “Beauty for Real and Aerie have a synergistic relationship because we both share a mission of exposing women’s real beauty,” Munsell said.
Based on the success of last year’s range, Beauty for Real added three more collections including the latest for Spring 2016 now hitting shelves and online.
The new beauty lineup includes For Real Glossy, three shades of non-sticky lip gloss; For Real Golden, a large pressed powder bronzer with shimmer; For Real Bright, a light reflecting luminescent pressed powder highlighter and a Kabuki brush. Prices range from $8.95 for the gloss and $14.95 for the pressed powder highlighter.
There are also four skin care products — a illuminating and hydrating bronzing cream, a multipurpose nourishing balm, an exfoliating and hydrating lip scrub and a face, body and hair dry finishing oil. The skin care starts at $9.95 for the lip scrub called For Real Kiss up to $16.95 for the bronzing cream.
Aerie is among many retailer such as Urban Outfitters, Old Navy and JCrew who are adding more cosmetics items as a way to build baskets while also offering customers items they can’t find at competitive doors.