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Sears announced it will debut beauty departments in 13 select retail mall locations in Chicago, Los Angeles and New York. Sears Beauty is designed to offer customer-focused environments that are fun, easy to shop and allow for product testing and consumer education. According to its press release, Sears will be the only mall-based department store to exclusively offer an assortment of mass, specialty and prestige beauty brands.
Under the guidance of brand-trained consultative associates, Sears Beauty will offer an assortment of cosmetics, skin care, bath and body, natural and fragrance products to help consumers achieve their ideal beauty results. Beauty products from brands such as L'Oréal, Maybelline, CoverGirl and Calvin Klein are featured. Sears is also the exclusive U.S. retail partner for Yves Rocher, botanical products from France.
"Sears Beauty is dedicated to providing a whole new way of accessing beauty products in a personalized and approachable way," said Andrea Goldner, divisional merchandise manager, Sears Beauty. "Our goal is to help customers obtain a mix of beauty products, both in store and online, that meet their individual needs and complete their head-to-toe look."
Grand opening celebrations are being held in each Sears Beauty location on Aug. 29–30 and Sept. 5–6, 2009, and will feature complimentary makeovers, sampling, gifts, and a chance for customers to win gift baskets.