M&S Beauty has begun stocking Benefit Cosmetics, the UK’s no.1 Prestige Makeup Brand, both in-store and online.

The collection will comprise more than 200 products and will include all of Benefit’s “one-of-a-kind cult favourites” like Benetint, They’re Real! Mascara, the POREfessional Face Primer, Hoola Bronzer and Gimme Brow+. Product prices range from £12.50 to £48.

This Autumn/ Winter, M&S customers will be able to shop the Benefit collection at M&S.com with free click & collect next day delivery to over 700 M&S locations. Five destination M&S stores will be home to a Benefit Cosmetics counter, with beauty experts on hand to assist customers on makeup products and tips & tricks for instant beauty fixes. An additional 10 stores will have products available, displayed in a bespoke Benefit Cosmetics fixture.

Tara Singleton, Head of Beauty at M&S, said: “We are so pleased to be welcoming Benefit Cosmetics as our latest partner as we continue to introduce dynamic third-party brands to complement our own beauty offer, helping us become more relevant, more often for our customers. Beauty plays a big part in our ‘Brands at M&S’ strategy as we know brands such as Benefit Cosmetics inspire loyalty and repeat purchase around their cult products and therefore play an important role in how and where customers shop. Bringing these brands to M&S.com and selected stores, will give customers – both existing and new – more reasons to shop with M&S.”

Sarah Harbon, General Manager of Benefit Cosmetics, added: “The launch of Benefit Cosmetics on M&S reflects our commitment to making our products accessible, we are passionate about building a beauty community for all and delighted to be joining M&S Beauty. The partnership will provide a unique omnichannel opportunity for new and our existing customers to easily shop and discover the UK’s no. 1 Prestige Makeup brand alongside leading British retailer, M&S.”

Over the past 12 months, M&S Beauty has been evolving at pace to be more relevant to its 22m customers through exclusive own brand products (including Apothecary which has grown to a £20m brand in just two years) and complementary third-party brand partnerships as part of the wider ‘Brands at M&S’ strategy (including Aveda, Clinique, Origins, REN, Emma Hardie, Eve Lom and Prai).

Last year c.15% of M&S Clothing & Home customers shopped beauty which represents an opportunity for growth by encouraging cross-category shopping through various initiatives and M&S’s loyalty scheme, Sparks.

NAM Implications:
  • Given its  LVMH Moët Hennessy Louis Vuitton parentage…
  • …not a move to be taken lightly by rivals.
  • i.e. time to conduct a reassessment of relative competitive appeal.
  • …before you have to?


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