Sears to roll out beauty departments to more than 100 locations

Hoffman Estates, Ill. -- Sears on Monday announced the expansion of beauty to more than 100 Sears locations and Sears.com.

The new cosmetics departments will include beauty products from such well-known brands as L'Oreal, Maybelline, Revlon and CoverGirl, in a range of hues for every woman. Additionally, beauty advisers staffing the departments will offer makeup tips and advice to customers who desire assistance in perfecting their look.

The retailer tested the beauty concept in 13 stores across the country in 2010 to drive both consideration and traffic among female shoppers, and the beauty departments were well received by customers, the retailer said. The departments will include new fixtures in a dedicated space and will give customers access to these popular cosmetics brands at the mall.