Shoppers Stop sees strong sales in beauty segment, launches new brands online

By

Isabelle Crossley

Published
Nov 27, 2020

Multi-brand fashion and lifestyle retailer Shoppers Stop has seen strong sales in its beauty segment, especially in eyes and skin categories, and is expanding its online shopping features to cater to the new shopping paradigm.

 
Covid-19 has had a marked influence on the beauty segment and wearing face-masks has led to a shift in customer demand.

“The erstwhile dominant makeup product– the lipstick -- has been overshadowed by the eyes,” Shoppers Stop’s chief marketing and customer officer, Uma Talreja, told ET Retail in an interview.

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“We have also seen a growth of 27% in the eye makeup category and that is why I think the lipstick effect is being taken over by the eyeliner effect in today’s scenario.”
 
Other product categories that have grown significantly on Shoppers Stop include skincare, fragrances, hair care, and men’s grooming. Strong beauty sales have aided the business’ road to recovery, according to Talreja.

The business has also taken a number of steps to tailor its retail experience to health and safety measures and has discontinued in-store makeup testers and make-overs. To respond to customer demand for makeup trials, Shoppers Stop is developing digital methods for matching makeup to skin tone.
 
As online shopping continues to rise in popularity, driven in part by the pandemic, the business plans to launch an extension of its ‘Personal Shoppers’ service on messaging app, WhatsApp. The extension will link customers with in-house beauty advisors who will help them to shop the product selection through WhatsApp. 
 
Shoppers Stop is also continuing to launch brands on its e-commerce store to respond to the increasing popularity of online shopping.

“During the pandemic we have launched more than 150 brands digitally, including Aldo accessories, Tom Ford accessories, Gap kids, Steve Madden watches, Michael Kors jewellery, among many more,” said Talreja.