Woolworths gets serious about beauty sector
Woolworths has opened a new front in the supermarket wars with the creation of a premium beauty section.
New Woolworths Beauty offering
The new concept has been launched at Woolworths’ flagship store at Sydney Town Hall. It has been created by branding house Hulsbosch – Communication by Design.
The Woolworths Beauty format sees the usual supermarket fit-out ditched, and replaced by wood and stone, with premium hair and beauty brands spotlighted. There are also LED screens offering beauty-themed programming.
“This is a strategic departure from the grocery sector’s more traditional model of hair and beauty to one that respects not only Woolworths as a brand – its values, personality and proposition – but the consumer experience,” said Jaid Hulsbosch, director of Hulsbosch.
The new format features beauty bars with dedicated beauty consultants offering treatments, tips, advice and samples.
Hulsbosch added: “We wanted the design to be much like a destination creating not only an enjoyable physical experience with beautiful products to match.
Project credits:
- Hans Hulsbosch, Executive Creative Director;
- Belinda Hubball, Design Director;
- Phil Wadewitz, Designer;
- Rick Carlino, Account Director,
- Heather Higginson, Account Executive;
- Fit out, Gibson Shopfitters.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I like it but would have preferred they’d done it with the sausage department.
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Love it. Think it is a great idea and could potentially take some business off Priceline.
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Are those make up artists wearing L’Oreal Paris t-shirts?I always thought L’Oreal was an up market brand but selling cosmetics in supermarkets?Apparently not anymore.Wouldn’t think Priceline,Myer,pharmacies etc would be liking this new strategy too much…
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As a keen shareholder – this seems to be an excellent concept. Long term, I still feel as though they need to press the federal government into allowing them to sell prescription medications, and possibly convert a decent percentage of every store into a grocery/fresh produce/’terry white’ style concept. This might just be the first step.
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Brilliant work by the branding agency and a lovely idea. Great for Australian retail.
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Nice work Hulsbosch, you’ve done it again!
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A great idea…..and good to see Woolworths leading and not following!
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The Flesh Food People.
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It feels just like an upmarket Boots the chemist in the UK. Which is a good thing
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Pricline the big loser here
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Aussie supermarkets are still 20 years behind the developed world…hardly an innovation in retail this !
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@Matt – As a non shareholder I think it would be devastating for WW to be able to set up pharmacies and inevitably put the small players out of business by dubious discount tactics. Most people can survive without the milk bar, but local pharmacies are somewhat different. It’s hard enough to get someone to man a check out after hours at WW, I dread to think how they’d staff late night pharmacies.
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@Blutak – I understand your fears, but I cannot see how less reputable WW will be than Chemist warehouse or even Priceline for that matter. They will have the right policies and ensure they minimise any chance of poor advice/service. But we can agree to disagree (and ill let my invested $ do the talking somewhat for me).
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