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For many shoppers, the average mass-market beauty department is one big yawn.

This story first appeared in the December 2, 2015 issue of WWD. Subscribe Today.

Retailers have elevated the assortment, but clunky, overstocked displays make finding many products difficult.

Shoppers know just what to expect when they walk into their local chain store, and that’s the problem, said retail experts polled by WWD. The sameness across retail nameplates is prompting consumers to look elsewhere for beauty. For the first time in years, department and specialty store beauty sales are growing faster than mass.

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