General Merchandise

7-Eleven Launches Simply Me Beauty Cosmetics

New private-label makeup brand is affordable and fashion-forward, retailer says

IRVING, Texas -- 7-Eleven has launched Simply Me Beauty, an affordable line of cosmetics created to appeal to millennial women. Available exclusively at 7-Eleven convenience stores, the makeup brand consists of 40 assorted items including cosmetics and accessories for the face, eyes and lips.

All the items, priced between $3 and $5, are appropriate for any age but were designed to appeal to busy millennial-aged women who are juggling business and family, as well as personal self-care, the company said.

"The beauty industry has seen dramatic growth of cost-conscious cosmetics in the marketplace because millennial women are looking for a variety of colors at affordable prices," said Lindsay Robertson, 7-Eleven's product development category manager. "They like to buy and try, and our goal when developing the Simply Me Beauty line was to create a line of makeup that had a quality look and feel without a high price barrier."

With drug stores and supermarkets owning 30% of the beauty-product market, 7-Eleven hopes to grab some of that share of the $46 billion beauty-product industry. The 7-Eleven private-brands team looked at popular national brands to ensure the new cosmetics line would be of equal or better quality and come with features that other product lines don't have. The new line will be merchandised in free-standing "Gorgeous on the Go" displays and will include eyeshadow palettes, blushers, highlighters, bronzers, BB foundation creams, concealers, volumizing mascara, eyebrow powder and wax, eyeliner, lip gloss and crayons, cream lipsticks, translucent powder compact, faux eyelashes, assorted makeup brushes, blender sponges, eye makeup remover, nail buffer and nail polish remover.

"Convenience isn't always just about a quick stop for something to eat and drink," said Jack Stout, 7-Eleven senior vice president of merchandisting. "7-Eleven tries to offer our customers solutions for lots of different needs. We believe that for many, this top-quality line of cosmetics and cosmetic accessories can become regular purchases in addition to fill-in stops."

So far, reviews of the cosmetics line have been mostly positive, with social-media influencers and makeup gurus doing comprehensive reviews and tutorials online (see below) for their legions of followers. The company feels that customers are curious and eager to try the new brand even though they're surprised to see it at 7-Eleven. The Simply Me Beauty line is available at 7-Eleven stores across the country and will be supported by the chain via social media during the holiday shopping season.

Irving, Texas-based 7-Eleven Inc. operates, franchises or licenses more than 61,000 stores in 17 countries, including 10,900 in North America. It ranked No. 1 in CSP's 2017 Top 202 list of the largest c-store chains in the United States.


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