Makeup, men’s products, organic: how Lidl wants to strengthen its beauty offer

Products for hair, styling, men, dental products, hygiene, parapharmacy, organic, makeup… Lidl wants to strengthen its hygiene-beauty offer. Since February, the discount brand has launched a new beauty and hygiene sales space in collaboration with L’Oréal’s consumer division. Called “Beauty Box”, this new department has been tested for nine months at the Lidl store in Osny (Val d’Oise). “It is a representative outlet of our park in terms of surface and performance,” said Elodie Memin, Customer Insights and Category Management Director of Lidl France in LSAs.

The brand already offers hygiene and beauty references in all its points of sale. But he wanted to go one step further in this market after carrying out a study among his consumers, in 2021. “We realized that hygiene and beauty was not a category like the others and that it required a specific approach adapted to the requirements of our customers,” explained Romain Pabois, category manager for Lidl France, in a joint Lidl and L’Oréal General public press release published Monday.

The distributor thus wishes to strengthen the attractiveness of his department, attract more customers and increase the value of the average basket.

60 more references and a beauty-focused effort

To do this, from a shelf usually mobilized for this department, Lidl and its partner L’Oréal have chosen to dedicate two to this Beauty Box. Some sixty references to the traditional offer have also been added. 70% of them are Lidl private label products (compared to 90% of the rest of the departments). Among the 30% of national brand references, L’Oréal products occupy a prominent place.

But, to promote organic, smaller specialized brands such as Pulpe de vie or Nat & Nove are also on sale.

And the bet seems quite right on the scale of this Val-d’Oise store, a survey of Lidl customers reveals.

Still in the analysis phase, the brand cannot guarantee for the moment that the experiment will continue. However, it does state it: this type of testing is intended to “result in the deployment of a new concept of department”.