Marks & Spencer launches beauty partnership with Benefit

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Marks & Spencer has announced a new partnership with Gain Cosmetics to grow its attractiveness supplying in-retail store and on line.

From autumn/wintertime, Advantage Cosmetics, the UK’s selection just one status make-up brand, will be out there on the internet at M&S.com. The make-up manufacturer will also open up magnificence counters in five M&S suppliers, in Camberley, Cheshire Oaks, Handforth Dean, Hedge Conclusion and Lisburn, with natural beauty experts on hand to support shoppers with its products. M&S is also incorporating bespoke Profit Cosmetics fixtures to an additional 10 stores.

The Advantage Cosmetics providing at M&S will characteristic more than 200 products and solutions like all the brand’s a single-of-a-sort cult favourites like Benetint, They are Real! Mascara, the Porefessional Face Primer, Hoola Bronzer and Gimme Brow+. Costs will array from 12.50 to 48 kilos.

Tara Singleton, head of elegance at M&S, claimed in a assertion: “We are so delighted to be welcoming Benefit Cosmetics as our most up-to-date companion as we proceed to introduce dynamic third-party brands to complement our individual beauty offer you, helping us turn into more relevant, far more usually for our prospects.

“Beauty plays a huge component in our ‘Brands at M&S’ system as we know manufacturers this sort of as Gain Cosmetics encourage loyalty and repeat purchase all over their cult items and hence engage in an significant role in how and where by consumers store. Bringing these manufacturers to M&S.com and picked shops, will give prospects – both current and new – additional causes to store with M&S.”

Profit Cosmetics to launch in-shop and on the internet at M&S this autumn

The Reward start varieties component of the retailer’s ‘Brands at M&S’ system, featuring curated 3rd-social gathering ranges for the M&S shopper to enhance its present merchandise. It also follows the productive partnership with world skincare and make-up model Clinique launched before this 12 months.

Sarah Harbon, normal manager of Advantage Cosmetics, extra: “The launch of Advantage Cosmetics on M&S demonstrates our determination to generating our goods accessible, we are passionate about developing a elegance community for all and delighted to be becoming a member of M&S Magnificence.

“The partnership will offer a special omnichannel chance for new and our present shoppers to simply shop and explore the UK’s no. 1 status make-up manufacturer along with main British retailer, M&S.”

Around the earlier 12 months, M&S Natural beauty has been evolving to be a lot more relevant to its 22 million customers through unique personal model items, like Apothecary, which has grown to a 20-million-pound brand in just two a long time. These individual brand name solutions are remaining complemented with 3rd-social gathering brand name partnerships as section of the wider ‘Brands at M&S’ tactic, including Aveda, Clinique, Origins, Ren, Emma Hardie, Eve Lom and Prai.

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