H-E-B Glamorizes Grocery

Retailer launches elevated beauty and personal care department in San Antonio
Photograph courtesy of H-E-B

H-E-B has launched its first Beauty by H-E-B in San Antonio, creating an elevated shopping experience that redefines how customers shop beauty and personal care at H-E-B stores. Opening Nov. 8, the highly curated department will boast an expanded selection of many popular brands and feature an experienced, dedicated team of trained Beauty Advisors to provide expert advice and superior customer service.

“Beauty by H-E-B provides that oasis within the store where the customer can pamper themselves,” Tracy Bliss, H-E-B director of beauty, said in a statement. “We’ve created a destination within the store where a talented team of Beauty Advisors will help customers pick out the perfect items that lend themselves to the creation of new beauty rituals.”

Much the way Target has done since 2013—when it introduced its Beauty Concierge experts, and has continued to do by elevating the cosmetics and personal care experience in its stores with new lighting, digital product information and, in select stores, an augmented reality experience featuring YouCam Makeup that allows customers to virtually try on everything from lipstick to false eyelashes—the new Beauty by H-E-B seeks to transport shoppers to “a world of glamour and style.”

Located inside the H-E-B Plus store at Highway 281 and Evans Road, the new nearly 4,000-square-foot Beauty by H-E-B is defined by a colorful runway that leads to four bold areas, each with a distinct focus: Color Cosmetics, Hair Care, Skin Care and Naturals.

Designed with the customer experience in mind, Beauty by H-E-B is an interactive space that allows customers to shop their favorite brands as well as experiment and play with everything from foundation and facial cleanser to lipstick and lotions. Throughout the department are digital screens that provide informational videos, bright tester stations with mirrors and a voice-activated screen where customers can take photos to share on social media.

Vividly displayed across the space, each area has an expanded assortment of items that includes everyday products found at many H-E-B stores, as well as notable brands such as Smashbox, Pixi, AHC, Vichy and La Roche-Posay.

Customers can also engage with expertly trained Beauty Advisors. Each Beauty Advisor, who has logged more than a hundred hours of expert training for the position, can provide personalized services such as establishing skin care routines and personal care rituals, as well as identify products for more precise color matching.

On a daily basis, Beauty Advisors at the Beauty Connections kiosk, located at the front of the space, will showcase new products and offer customers product recommendations and demonstrations.

“For me it’s simple, we want to make people feel good about themselves and connect with customers in a positive way,” said Ashley Gallegos, an H-E-B partner and licensed esthetician, who is leading the Beauty Advisors team. “We have such an amazing, talented team here to educate and help our customers look and feel their best.”



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