Kroger Enhances Cosmetics Section

MICHAEL GARRY

CINCINNATI — Kroger has begun touching up the beauty department in some local stores near its headquarters here in what observers see as an effort to support higher-quality product and woo more cosmetics shoppers.

A call to a Kroger store confirmed a newspaper report that it had recently reconfigured its cosmetics department, moving it from the pharmacy area to a back wall, widening the aisles, and adding wood and tile flooring as well as mirrors and shelf lighting. A Kroger corporate spokeswoman did not respond to requests for comment.

The store also confirmed that it had hosted free mini-makeovers, skin-care evaluations and interactive hair kiosks in the redesigned department.

According to the Cincinnati Enquirer, two other stores have similarly revamped their cosmetic departments and offered makeovers and skin and hair evaluations. The article noted that Kroger “could soon roll out that approach to stores nationwide.”

This is not Kroger's first attempt to redo its beauty department, noted Neil Stern, senior partner, McMillan Doolittle, Chicago. “It's a logical area for them to go after, particularly for somebody with strength in GM/HBC, which Kroger has.”

Stern noted that Wal-Mart Stores has also been reconfiguring its beauty department in new stores. Target has also been rolling out a new beauty prototype in the past year, according to Women's Wear Daily.