Is Beauty A Natural Extension For Dollar General?

Dollar General is rolling out enhanced in-store layouts and broader offerings in the beauty category in approximately 300 stores as part of an initiative dubbed “Beauty Reinvention.”

Beyond employing “simpler, easy to navigate” beauty and personal care aisles, the sections feature beauty bars to give customers a “treasure hunt” experience with face masks, hair treatments, nail polish, lip gloss and bath bombs, according to a press release. Other format enhancements include increasing the skincare section by 50 percent, soap and shower offerings by 30 percent, and an expanded hair care and color section with new textured hair products.

Over 1,000 beauty, skin and hair care offerings will be added to the beauty-focused layouts, along with three exclusive lines – Joy Works skincare, Curl Rhythm and yes! Honey hair care – which are rolling out nationwide to the chain’s more than 19,000 doors. Dollar General’s Believe Beauty Skin, which debuted in 2021, has added three new products including a detoxifying clay mask, reviving eye cream and a vitamin C brightening serum. 

Amanda Wilson, senior beauty buyer at Dollar General, said in a statement that the expansion was based on customer feedback. “We have been purposeful in our expansion, balancing new, fresh and trendy items with value,” she said. 

The beauty push comes as Dollar General has been upgrading broad assortments, including expanding space and offerings supporting healthcare products as part of the DG Wellbeing initiative. Investments in coolers have expanded frozen and refrigerated offerings across stores as part of the DG Fresh self-distribution initiative. Produce is set to reach more than 5,000 stores by the end of 2023.

Jeff Owen, Dollar General CEO, said on the company’s fourth-quarter analyst call that private brands have grown to represent more than 20 percent of sales with continued investments in candy and snacks, perishables, pet food, and over-the-counter healthcare products. “We believe these products will further differentiate Dollar General in the marketplace as we look to provide our customers with tremendous value on quality products,” he said.

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