Sears feeling pretty about new beauty department

HOFFMAN ESTATES, Ill. -- Sears is looking to position itself as a beauty leader, by announcing Monday the installment of new cosmetics departments at more than 100 locations and Sears.com.



According to the company, these refreshed beauty departments will feature products from such brands as L'Oreal, Maybelline, Revlon, CoverGirl, Sally Hansen, Essie and Nicole by OPI. Additionally, beauty advisers staffing the departments will offer makeup tips and advice to customers who desire assistance in perfecting their look, Sears reported.

According to Sears, the company decided to expand its beauty departments after the concept tested well in 13 stores across the country in 2010. The departments will include new fixtures in a dedicated space and will give customers access to these popular cosmetics brands at the mall, Sears reported.

"We are pleased to offer our customers a comprehensive assortment of the cosmetics, skin-care and nail-care brands not typically found in department stores at the mall," said Gary Schettino, VP/GMM, Sears men's apparel and center core for Sears Holdings. "Our foray into beauty creates the perfect complement to our new approach to fashion at Sears. The introduction of affordable and well-known brands is another example of our continued commitment to offer our customers incredible value at a total style destination."

The introduction of beauty to Sears may give Sears Holdings a much needed boost in sales and profits. The company reported fourth-quarter sales of$13.1 billion, or $103 million less than the prior year.As a result of the sales decline, profits dropped to $374 million, or $3.43 per share in the fourth quarter of 2010 compared with $430 million or $3.74 the prior year.