For women on the go, 7‑Eleven now offers cosmetic convenience with the launch of Simply Me Beauty, an affordable, fashion-forward private brand of makeup. Available exclusively at 7‑Eleven stores, the Simply Me Beauty brand was created to appeal to millennial women.
The assortment of 40 items is designed to meet the needs of any female consumer. The well-rounded collection of cosmetics and cosmetic accessories for the face, eyes and lips includes offerings for day or night use, different complexion types and skin tones. All items are affordably priced between $3 and $5.

Appropriate for any age, the new Simply Me Beauty line of cosmetics was created for busy millennial-aged women looking for their makeup and accessory must-haves while taking care of business, family and themselves.

“The beauty industry has seen dramatic growth of cost-conscious cosmetics in the marketplace because millennial women are looking for a variety of colors at affordable prices,” said Lindsay Robertson, 7‑Eleven product development category manager. “They like to buy and try, and our goal when developing the Simply Me Beauty line was to create a line of makeup that had a quality look and feel without a high price barrier.”

Beauty products is a $46 billion industry that is expected to increase by 12% by 2020, and makeup makes up 17% of the cosmetic market, another number that is expected to continue to grow. Drug stores and supermarkets have 30 percent of the market, and 7‑Eleven plans to gain market share in a big way with this introduction.

Items in the special freestanding “Gorgeous on the Go” display include: eyeshadow palettes, blushers, highlighter, bronzer, BB foundation creams, hi-def concealers, volumizing mascara, eyebrow powder and wax, eyeliner, lip gloss and crayons, cream lipsticks, translucent powder compact, faux eyelashes, assorted makeup brushes, blender sponge, eye makeup remover, nail buffer and nail polish remover.

“Convenience isn’t always just about a quick stop for something to eat and drink,” said Jack Stout, 7‑Eleven senior vice president of merchandising. “7‑Eleven tries to offer our customers solutions for lots of different needs. We believe that for many, this top quality line of cosmetics and cosmetic accessories can become regular purchases in addition to fill-in stops.”

“Much of the time, makeup items like lip and eye colors are spur-of-the-moment, impulse buys,” said Joy Pico, 7‑Eleven category manager. “If the price is right, that makes it easier to justify. For a millennial working woman wanting to refresh her makeup while grabbing lunch at 7‑Eleven stores, Simply Me Beauty is a welcomed offering and is priced just right for her. ”

The 7‑Eleven private brands team benchmarks all new items against popular national brands to ensure equal or better quality along with features not found anywhere else. When customers try any of the items carrying one of the 7‑Eleven brands, they are surprised to find it at 7‑Eleven, and delighted at the item’s uniqueness, quality and value.
7‑Eleven is supporting the launch with a social media program during the holiday shopping season.

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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.