H&M hope to rival Sephora with the launch of their 700+ beauty product range
H&M have taken Australia’s fashion world by storm. Now the brand hopes to rival the likes of Sephora and Mecca, with the launch of their first beauty range.
THEY are the two letters that have taken the Australian fashion world by storm, now H&M are hoping to make their mark on our beauty and cosmetics obsession — by launching a 700+ cosmetics range.
From this year, H&M will rival the likes of Sephora and Mecca by introducing a new range of beauty products across each of their Australian stores.
The range will include a make-up, haircare, bodycare and beauty styling essentials.
The introduction of the 700+ products will also be met with new, dedicated beauty areas in each store for customers to experiment with the latest make-up trends and develop a personal and unique look.
“We are very excited to launch H&M Beauty. It’s an opportunity to be inventive, creative and to have fun with colour that inspires us,” says Sara Wallander, concept designer, H&M Beauty said.
“The new concept is “fashion for your face” for both existing and future beauty lovers. We see a wide customer base that views beauty as fashion and a natural part of a complete fashion look.”
When the fashion powerhouse launched in Australia in April 2014, lines wrapped from the doors to around the block — especially when the Sydney’s Pitt Street Mall store opened in October last year.
The H&M range will be met with seasonal drops of new and limited edition colour palettes throughout the year, and contain two subsidiary collections: a premium beauty line and a conscious range of Ecocert-approved sustainable products.
H&M launched their beauty range in the US in September last year, and was the global fashion brand’s first entry into cosmetics. The launch of the range in the US was to try and rival Topshop, which also has a house brand cosmetics line.
In 2015, Sephora took their online store in Australia, making some of the hottest beauty products and trends just a click away.
“We wanted to ensure all Australians had access to the Sephora Australia offerings no matter where you live,” Libby Amelia, Sephora Australia’s country manager told The West Australian.
“The Australian consumer is incredibly engaged, [and] they actively hunt for the newest, most innovative on-trend products,” she added in an interview with Vogue.
The exact 2016 launch date of H&M beauty instore is yet to be unveiled.