Sainsbury's unveils new campaign in beauty push

By

Sandra Halliday

Published
Jul 1, 2021

​Sainsbury’s wants to raise its profile in the beauty arena and is launching a major new campaign built around its own shoppers and their diverse beauty needs.

Handled by agency New Commercial Arts, the campaign is dubbed Beautiful everyday and runs in-store, across social, digital and outdoor, including dynamic ads triggered by the weather, Campaign reported.

The first push sees it focusing on “summer sun” and includes brands such as Q+A, Revolution Skincare, Ultrasun and This Works.

Like fashion, beauty has been an ever bigger part of the Sainsbury’s offer in recent years and back in 2018, it said it was aiming to take on leading names Boots and Superdrug in the segment. 

In its annual report a few weeks ago, the company said Nielsen IQ EPOS figures show it’s been outperforming the beauty market.

Campaign said the agency handling the campaign is a relatively new one, but it already has a history with Sainsbury’s having been working on its Habitat brand previously. Key personnel there have also previously worked on campaigns for John Lewis and M&S.