Walmart Curates More Beauty 'Favorites'

Walmart's beauty "Favorites" boxes seem to have resonated with shoppers that increasingly expect retailers to help them navigate the ever-proliferating choices available at their fingertips, as the mass merchant brought back the curated discovery platform for a second flight.Following an initial run last spring, Walmart this month launched a new collection of beauty boxes containing fresh bundles of mini- and full-sized products for trial. The mass merchant this year is offering five more boxes as curation becomes an increasingly important assortment differentiator at retail. This year's boxes also incorporate more unisex and male-focused themes, with the full lineup spanning:The Everything Skin Kit, with products from brands such as Physicians Formula, Johnson & Johnson’s Clean & Clear, Procter & Gamble’s Olay, Kao USA’s Jergens and L’Oreal’s Garnier.Salon Made Simple, with brands such as Unilever’s Bed Head, Farouk Systems’ Chi and Henkel’s Big Sexy Hair.The Mane Event, with brands including P&G’s Pantene, Inspired Beauty Brands’ Hask, Kao’s John Frieda Frizz Ease and DeMert Brands’ Not Your Mother’s.Latest in Lips, with brands such as the exclusive Flower, Clorox Co.’s Burt’s Bees, Hard Candy and J&J’s Neutrogena.Glow Like a Pro, with brands including Hatchbeauty Products’ Found, e.l.f., L’Oreal’s Maybelline and Milani.The Eyes Have It, with brands such as Coty's CoverGirl, L’Oreal and Masqueology.Influenced by Nature, with brands including Hello Products’ flagship, P&G’s Herbal Essences, Renpure and The Caldrea Co.’s Mrs. Meyer’s Clean Day.Pretty Little Extras, with brands such as Kiss Products’ flagship, Paris Presents’ EcoTools, private label Equate and Setz.Life Shaving Kit, with brands Harry’s, Cremo and Every Man Jack.Mr. Dashing, with brands such as P&G’s Gillette and Johnny’s Chop Shop.Tame Your Mug, with brands including Wild-Willies and Honest Industries’ Honest Amish.Walmart seems to have released a larger number of each of the limited-edition boxes this year, which are all still available online (they sold out rather quickly the prior year) for in-store pickup. In stores, select boxes are merchandised on a dedicated endcap.Supporting social media activity has included posts from bloggers as well as a Feb. 24 Instagram update from Walmart. A February circular feature also supported, depicting four of the boxes under a “Beauty in abundance” message. They are again priced under $10 each.The one-time-purchase boxes are separate from the $5 quarterly Beauty Box subscription Walmart offers via brandShare.

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