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Marketing in Brief: Sears

This article was originally published in The Rose Sheet

Executive Summary

Sears: Opening Circle of Beauty boutiques in mid-October at about 150 Sears stores in the U.S. that currently carry cosmetics. The stand-alone, in-store boutiques will feature "open-sell" displays with sampling. Beauty advisors will be available to help consumers choose products and answer questions, Sears says. The Circle of Beauty boutiques will sell five Circle of Beauty lines: skin treatments, color cosmetics, men's and women's fragrances and bath products with coordinated fragrance items such as scented candles and potpourri. Sears has developed the products through a joint venture with former Lancome exec Pierre Rogers ("The Rose Sheet" April 24, 1994, p. 7)...



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