The agreements goal is to leverage the knowledge of the Boots Contract Manufacturing business (BCM) to create Private Brand beauty products for Carrefour.
BCM will manufacture beauty products taken from Boots formulations, which will be sold as Carrefour Private Brand products, the line will most likely include: color cosmetics, skin care, hair care and bath and shower products.
Carrefour is currently reinventing its superstore format with the launch of its ‘Planet’ concept, of which beauty is a core pillar along with other categories such as fashion and multimedia.
Carrefour’s CEO, Lars Olofsson has said that the partnership between Alliance Boots and Carrefour is expected to help the company increase its attractiveness in the beauty category, and be a major contributor in terms of making it a preferred retailer for beauty products.
Carrefour is not the first retailer with which Alliance Boots has forged an agreement. In 2009, Alliance Boots sealed a trial partnership with the British retailer Waitrose to sell its health and beauty products in selected Waitrose stores and stock Waitrose food products in several Boots outlets. And American shopers can find many Boots products in their local Target.