Waitrose Extends Beauty Line with Pure Hydration

Building on the natural and “free from” beauty trends and the success of pure national brands like Simple from Unilever, Waitrose has developed a new range of private brand naturally derived, British-made beauty basics.  Perfect for pampering dry and sensitive skin, the 8 sku line includes a 150ml hot cloth cleanser(£5), 30ml facial oil(£5), 30 ml clay mask(£2), 15 ml lip balm(£2),a 30ml comforting serum(£5), a 50 ml night cream (£5), 15 ml eye cream (£4) and a body butter in a 200ml size ( £4). 

The Waitrose Pure Hydration collection have been formulated and enriched with cotton milk and cotton seed oil to leave skin feeling soothed, nourished and soft. All Pure Sensitive and Pure Hydration skin care is at least 98%, with some products 100% naturally derived. The range is dermatologically approved, vegan and vegetarian friendly, all the products carry the Cruelty Free Leaping Bunny Logo, and has recyclable packaging.  Waitrose Pure Hydration builds on the success of the original Waitrose Pure range – which has been a hit with shoppers since its launch with 1 in 10 facial skincare purchase made in Waitrose is a Pure product.

At only £5 and competitive with beauty lines from Aldi and Lidi, the supermarket’s first own brand hot cloth cleanser, is a quick and simple way to remove all make up and impurities from skin before bed.  The hot cloth provides an extra soothing experience that is relaxing and good for your skin and your well-being.  The facial oil and clay mask are part of categories that are growing double digit and becoming a standard in many women’s skin care regimens.

The Pure Sensitive skin and hair care range has been developed using white water lily extract, traditionally used to treat inflamed skin and known as an anti-oxidant and for its calming properties, making it kinder to delicate hair and skin. Expertly developed for varying hair types, there are two Waitrose Pure conditioners to suit fine hair or dry and damaged hair.

The launch is supported with PR and in store/online features and promotions.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.