If you think squeezing another makeup product into the Australian beauty market might take it to bursting, you’d be wrong. H&M is set to roll out 700+ beauty and hair products with the launch of H&M Beauty.
In a bid to take on French mega-makeup chain Sephora, Swedish multi-national retail giant, H&M, has confirmed it will be rolling out its makeup line, H&M Beauty into all Australian H&M stores by end of this year.
H&M Beauty’s 700+ products includes a full range of makeup, body care, hair care and beauty styling essentials. And interactivity is all part of the experience for the H&M consumer. This new beauty offering will be housed in dedicated beauty areas in each store, allowing customers to experiment with products that promise to be on-trend thanks to regular new arrivals and limited-edition colours.
Sara Wallander, concept designer for H&M Beauty, says the concept is “fashion for your face” and an opportunity for new and future beauty buyers to snap up some affordable makeup essentials.
“We are very excited to launch H&M Beauty,” says Wallander. “It’s an opportunity to be inventive, creative and to have fun with colour that inspires us. We see a wide customer base that views beauty as fashion and a natural part of a complete fashion look.”
H&M has had incredible success teaming up with well-known designers, celebrities and fashion doyens – collaborations with Karl Lagerfeld, Madonna, Beyonce, Isabel Marant, Lanvin and Alexander Wang are just some of the partnerships over the past decade to excite endless queues of fashionistas and the H&M website to nearly implode – so we are expecting some exciting partnerships with their beauty arm of the business too. The only question is: who first?