Dollar General Unveils Private-Label Makeup Line

Dollar General is placing its biggest bet on beauty to date, with the introduction of a private-label makeup line, which was revealed on its company earnings call earlier this month. Believe Beauty, codeveloped by Maesa, is set to roll out to 15,400 Dollar General stores — roughly all of its locations, as well as dollargeneral.com, on May 1. The prestige-inspired line consists of 150 makeup items and is heavy on everyday essentials such as foundation, but dabbles in trend colors, especially in lip and eye. Nothing is priced over $5. Considering the breadth of the assortment and Dollar General’s rapid expansion plans — the chain is planning to open 975 more locations in this fiscal year ending next Jan. 31  — industry sources estimate the line could do $40 million to $50 million in annual retail sales. Both Dollar General and Maesa declined to discuss sales projections. The idea behind Believe Beauty is that it is prestige-quality formulations with custom packaging at value prices — akin to E.l.f. Cosmetics in its early days, when it sold on-trend, prestige-inspired items for just $1 (some of its products now surpass $14). The Believe Beauty products will be sold on a three-foot freestanding fixture, similar to “what

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD http://bit.ly/2UYR16R
via