Simply Me Beauty aimed at millennials
IRVING – For women on the go, Irving-based 7-Eleven now offers cosmetic convenience with the launch of Simply Me Beauty, an affordable, line of makeup. Available exclusively at 7-Eleven stores, the Simply Me Beauty brand was created to appeal to millennial women.
The assortment of 40 items is designed to meet the needs of any female consumer, a press release stated. The collection of cosmetics and cosmetic accessories for the face, eyes and lips includes offerings for day or night use, different complexion types and skin tones. All items are priced between $3 and $5.
Appropriate for any age, the new Simply Me Beauty line of cosmetics was created for busy millennial-aged women looking for their makeup and accessory must-haves while taking care of business, family and themselves.
“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,” stated Lindsay Robertson, 7-Eleven product development category manager, in the release. “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.”
Beauty products is a $46 billion industry that is expected to increase by 12 percent by 2020, and makeup makes up 17 percent of the cosmetic market, another number that is expected to continue to grow. Drug stores and supermarkets have 30 percent of the market, and 7-Eleven plans to gain market share in a big way with this introduction.
Items in the special freestanding Gorgeous on the Go display include eyeshadow palettes, blushers, highlighter, bronzer, BB foundation creams, hi-def concealers, volumizing mascara, eyebrow powder and wax, eyeliner, lip gloss and crayons, cream lipsticks, translucent powder compact, faux eyelashes, assorted makeup brushes, blender sponge, eye makeup remover, nail buffer and nail polish remover.
“Convenience isn’t always just about a quick stop for something to eat and drink,” stated Jack Stout, 7-Eleven senior vice president of merchandising. “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.”
“Much of the time, makeup items like lip and eye colors are spur-of-the-moment, impulse buys,” stated Joy Pico, 7-Eleven category manager. “If the price is right, that makes it easier to justify. For a millennial working woman wanting to refresh her makeup while grabbing lunch at 7-Eleven stores, Simply Me Beauty is a welcomed offering and is priced just right for her. ”