Dollar General dives deep into beauty

The discounter is adding three private-label beauty lines while reimagining some of its stores with a new design that offers a “treasure hunt” of skin, hair and self-care products.
Dollar General beauty reinvention
Dollar General is reimaging its health and beauty offerings. / Photo courtesy: Dollar General

Dollar General, which earlier this month vowed to increase its private-label offerings, is doing just that. The discounter this week announced a reimaging of its beauty, skin and hair care aisles, an initiative that includes three new private-label brands.

All of the products will sell for $6 or less, the retailer said.

The retailer’s “Beauty Reinvention” program will also include easier-to-navigate beauty and personal care departments in about 300 of its 19,000-plus locations this year.

The new design, which launched in February, also features beauty bars to offer a “treasure hunt” experience that includes face masks, hair treatments, nail polish, lip gloss, bath bombs and other items, Dollar General said.

The Goodlettsville, Tennessee-based retailer said it would increase its skincare selection by 50% and its soap and shower offerings by 30%, while also adding a selection of textured hair products.

“At DG, we are always listening to our customers, and in response, we are investing in and expanding our beauty, skin and hair care offerings to meet their needs,” Amanda Wilson, senior beauty buyer at Dollar General, said in a statement. “We are excited to welcome new products that encompass the quality, performance and affordability that is expected from our brands and hope our shoppers enjoy the new experience.”

Dollar General’s new private-label product lines are: Joy Works, a selection of sensitive skincare products including face masks, body lotion, facial cleanser, moisturizer and body lotion; Curl Rhythm, a textured hair-care line that includes moisturizing curl shampoo, moisturizing curl conditioner, cleansing conditioner, leave-in conditioner, defining curl cream and curl gel; and Yes! Honey, a hair-care line formulated for a range of hair types that includes shampoo and conditioner for damaged hair, frizzy hair and fine hair.

All of the products are cruelty free, Dollar General said.

In addition to these products, Dollar General said it will be adding more than 1,000 other beauty items to stores taking part in the “Beauty Reinvention” program this year.

Private label currently makes up more than 20% of Dollar General’s total sales, the retailer said earlier this month.

Walmart a couple of weeks ago announced the launch of Clean Beauty at Walmart, a selection of products that do not include some 1,200 ingredients on the retail giant’s “Made Without List.”

Walmart said it now sells more than 900 clean beauty products, nearly 80% of which sell for under $10.

“It’s all about meeting customer expectations,” Jane Ewing, Walmart’s SVP of sustainability, said in a company blog post. “Walmart aspires to become a regenerative company, and this means working to have a lasting, net positive impact on society through our products, services and business practices … Our customers want to buy products that reflect their values, and for many customers, that means providing greater transparency into product formulations and products made without certain ingredients.”

Shoppers remain interested in health, beauty and personal care products, though they are looking for bargains, according to data released this month from Kroger-owned data firm 84.51°. About two-thirds (67%) of consumers said they are not splurging on health, beauty and personal care items and 32% said they are not cutting back, the researchers found.

Nail care products represent the largest category in which shoppers are cutting back, with 29% saying they are limiting purchases. Twenty-four percent of shoppers said they are cutting back on buying makeup and 22% said they’re buying less hair spray, gel and styling cream.



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