7-Eleven launches Simply Me Beauty cosmetics line

December 7, 2017

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.

Mintel News

For the latest in consumer and industry news, top trends and market perspectives, stay tuned to Mintel News featuring commentary from Mintel’s team of global category analysts.

More from Mintel
  • Mintel Store
    Mintel Store
    Get smart fast with our exclusive market research reports, delivering the latest data, innovation, trends and strategic recommendations....
    View reports
  • Mintel Leap
    Mintel Leap is a revolutionary new AI-powered platform that will transform your research process....
    Book a demo
Subscribe to Mintel Spotlight
Related articles
February 22, 2024
Understanding Mintel’s 2024 Global Consumer Trend ‘New Green Reality’ in the context of beauty and personal care in Southeast Asia. In SEA, the beauty and personal care industry is…
January 30, 2024
At the recent Home and Personal Care Ingredients (HPCI) trade show in India, Mintel presented the 2024 Global Beauty and Personal Care Trends. Saurabh Bajpai, Associate Director of Client…
January 22, 2024
The traditional concept of skin whitening has evolved toward a look that is more natural, glowing, and healthier. Brightening/illuminating are among the top five skincare claims globally with demand remaining…
Featured Downloads