7-Eleven launches Simply Me Beauty line targeting millennials

By

Cassidy Mantor

Published
Nov 21, 2017

Convenience store 7-Eleven is adding a new beauty line to its offerings. Simply Me Beauty is a 40-piece collection designed for millennials who want fashion forward beauty at affordable prices.

All items in Simply Me Beauty are priced between $3 and $5. The launch collection is called "Gorgeous on the Go" and includes a wide range of products including eyeshadow palettes, highlighter, bronzer, foundation, volumizing mascara, eyeliner, cream lipstick, lipgloss and powders.

Shades offered are meant to help customers create looks for both day and night, and are designed for a diverse range of complexion types and skin tones. The collection also includes beauty supplies such as brushes, blender sponges, makeup remover and faux eyelashes.

Lindsay Robertson, 7-Eleven product development category manager, said the goal with Simply Me Beauty was to create an affordable line that still offers consumers quality.

Robertson 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."

The beauty and cosmetics industry is $46 billion industry forecasted to grow 12 percent by 2020. Makeup comprises 17 percent of the cosmetic market currently and is also expected to grow. Currently, drug stores and supermarkets own 30 percent of the market and 7-Eleven's private label beauty line is poised to help the convenience store gain market share.

Joy Pico, 7-Eleven category manager, explained the brand's consumer behavior saying, "Much of the time, makeup items like lip and eye colors are spur-of-the-moment, impulse buys. If the price is right, that makes it easier to justify."

Jack Stout, 7-Eleven senior vice president of merchandising, echoed this sentiment, saying that the hope is to convert consumers who may initially purchase a beauty item as a convenient fill-in for their standard beauty items, into longer term customers.

Simply Me Beauty will be promoted on social media this holiday season. It is available now, exclusively in store.