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As a way to reach a new consumer base, American-Japanese international convenience store chain 7-Eleven has launched Simply Me Beauty, a color cosmetics line with more than 40 items including brushes, BB cream, and eyeshadow palettes. In a recent press release, the company said it plans to use this launch to target Millennials and appeal to their try-and-buy shopping behavior. According to Mintel’s report on US Millennial beauty consumers, Millennials are budget conscious, with four in 10 choosing value or mass beauty brands, a theme also prevalent in product usage and sales. All Simply Me Beauty products are priced at or below $5 and sold on a freestanding display called Gorgeous on the Go.

68% of Millennial women research products online before buying them in-store.

Given the focus on Millennial shoppers, 7-Eleven is promoting Simply Me Beauty on social media, which appears to be the right move as 68% of Millennial women research products online before buying them in-store. A strong social media presence and positive online reviews can be critical for satisfying Millennials’ inquisitive nature as this cohort over-index for their consideration of online influencers such as YouTube, social media, Pinterest, and beauty blogs. This suggests that some Millennials trust these sources in lieu of actually trying a product prior to purchasing.

What we think

This convenient cosmetic launch ties into Mintel Trend ‘Extend My Brand,’ which highlights that brands are expanding into new categories and demographics to find new business, as well as intrigue consumers. Brand extension is also flourishing via the concept of one-stop shopping, where retailers offer ancillary goods and services alongside their standard fare, appealing to convenience-driven shoppers. Retailers are also looking to offer a more exciting in-store experience and we’re seeing more beauty and drug stores turning into experiential stops. Brands have to give consumers a preview of what they could experience at home, while making shopping on a budget fun.

Alison Gaither is a Beauty and Personal Care Analyst at Mintel. She has been with the company since 2015, initially working as a Beauty Client Service Manager on the Mintel Client Service team. Prior to joining Mintel, Alison worked as a global research analyst for a CPG company and an educator for a leading beauty retailer.