Joe Fresh Beauty launches in Shoppers

The line launches in 850 stores with a campaign centred on creating the "5-Minute Face."



Loblaw Companies is making its Joe Fresh Beauty line of makeup and beauty products more accessible to Canadians by launching the line in Shoppers Drug Mart.

Previously available at roughly 350 Loblaws, Superstore and stand-alone Joe Fresh locations, the line of beauty products has now been made available at 850 Shoppers Drug Mart and Pharmaprix locations across Canada. The launch also comes with the addition of 150 new cosmetics products that will be exclusive to Shoppers, before rolling out to other locations as the year goes on.

In addition to increasing the availability of the products on the Joe Fresh side, Kelly Jessop, VP of category management at Shoppers Drug Mart, says including the value- and convenience-focused brand complements what’s currently being offered in the prestige-focused Beauty Boutique.

“We’re a beauty destination, so being able to extend the line and give every kind of customer across Canada full accessibility to the line made a lot of sense for us and our core beauty customers,” she says. “Between a combination of customer feedback and just looking at our current portfolio, we feel it fills a bit of a void within our current offering.”

In store, Joe Fresh Beauty is being presented on the mass side, separately from Beauty Boutique. But Jessop says presenting the products in an end-cap on aisles, with distinct presentation and bright branding still gives it prominence among its offering.

The “5-Minute Face” is the platform Joe Fresh and Shoppers are using at launch, positioning the brand as being affordable, simple and convenient. Jessop says the target for the line is younger women who are busy, be it because of their professional or family lives, and are looking for a convenient beauty option.

The launch is being promoted through social videos that establish the “5-Minute Face” concept and how the new products within the line fit into that, as well as educational material in-store at the Joe Fresh Beauty “hot spots.” The line will also be featured in upcoming marketing that promotes the store’s overall beauty offering.