Barnes & Noble Is Getting In On The Beauty Game on ipsyos.com/blog #ipsyos

Barnes & Noble Is Getting In On The Beauty Game


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AUG 3, 2016:

When we first found out that Barnes & Noble was moving into the beauty biz, we were interested to see how the retailer would create a unique experience, different from department stores, big box retailers and drug stores.  Well, Barnes & Noble did not disappoint.  Read on for four fun facts about Glossary, and get excited: now you can purchase a Starbucks Frappuccino, a copy of 50 Shades of Grey and Butter London nail polish, all in one place!

It’s starting on college campuses.
For its roll out, Glossary will only be opening on college campuses, including
Emory University, Southern Methodist University, Tulane University, and the College of William & Mary. In August, Glossary will open at University of California at Riverside.  Think of it like a college bookstore, but with beauty products.

It’s Millennial-minded.
Barnes & Noble did A LOT of market research to find out what college students were looking for in their beauty store experience. “We asked them how did they first discover makeup?  We asked what are you looking for in makeup?  We asked them what the essentials were, and then we asked them what the go-to brands are.  They helped shape some of the brand selection for us,” said Lisa Mazzio, Barnes & Noble’s director of merchandise, fashion trends and beauty.

It’s still a book destination.
Glossary isn’t a stand-alone store, it’s a section of Barnes & Noble, so you’ll be able to buy some books, stock up on tabloids and pick up your mascara all in one place.  That being said, the shop-in-shop will offer testers, make-up remover and mascara wands, so customers can really go crazy.

It will stock a mix of brands.
Because the book selling business has been on the decline over the last several years, Barnes & Noble has already diversified its products, selling Cover Girl and Burt’s Bees products.  In Glossary, customers can expect Bliss, Living Proof, Butter London, Philosophy, Smashbox, and Maybelline.

Will you be shopping Barnes & Noble for your beauty needs?  Share with us in the comments! 

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Image Credit: Cosmopolitan

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