Shoppers Drug Mart continues its reign as one of the biggest beauty destinations in Canada with an assortment of upscale and mass market beauty logos. Starting Jan. 1, the chain adds another beauty nameplate to its arsenal with the addition of Pixi Beauty in 780 of its doors.
Created by Petra Strand more than 15 years ago in her London flagship, Pixi has kept up with the times, amassing a social media fan base reaching more than 250,000 followers. Pixi’s Canadian expansion will incorporate a comprehensive strategy including regional social media engagement as well as opportunities for Strand to share her passion for beauty with the clientele.
“Our partnership with Shoppers Drug Mart is an important next step for Pixi. We have a lot of Pixi fans in Canada and now is the time to focus on them,” said Strand. She added the company sees the Canadian expansion as the next strategic step in its global distribution growth blueprint that capitalizes on ongoing success in the U.S. market. Pixi is featured as a major beauty offer at Target in the U.S.
“A partnership with Shoppers Drug Mart to launch and expand into Canada is in line with our brand’s DNA of bringing affordable luxury to everyone,” added Felix Strand, vice president of Pixi Beauty.
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Kelly Jessop, vice president of category management for Shoppers Drug Mart, added that Pixi Beauty is a great fit with the existing color cosmetics and skin-care selection. “As Canada’s leading beauty destination, we are always looking for high-quality, new brands that are on-trend and resonate with our customers,” said Jessop.
Strand’s devotees like the fact she’s a working mother of four creating multitasking, flaw-fixing and youth-enhancing products for women on the go. An added benefit is the formulations are infused with botanicals and beneficial ingredients.