Holland & Barrett has opened a major new store in Leicester featuring an entire 767 sq foot mezzanine floor given over to the natural beauty category.
The official opening of the new store at Leicester’s Highcross shopping centre took place on Friday (May 20). Visitors received goody bags while Rugby players form Leicester Tigers received a natural beauty makeover from Miss Leicester.
Peter Aldis, CEO of Holland & Barrett’s parent company NBTY Europe, said: “As the leading natural health and beauty retailer we set a new standard by being the first to ban parabens and SLS, allowing customers to know exactly what our products contain. We found that many were confused about whether their beauty products really delivered what they claim, with rivals often using words like ‘natural’, ‘herbal’ and ‘organic’ in their product names and descriptions leading consumers to believe they are free from chemicals when in fact they are not.
“There is a need for transparency within the industry to ensure consumers know exactly what they are getting for their money, this new store will become a showcase for true natural beauty products – and we are confident the proposition will be very successful.”
Aldis said Holland & Barrett continued to see major growth potential for the natural beauty market. He told NP: “We took a decision three years ago to remove parabens and SLS completely from all our products. It’s been a big success for us as consumers become more aware about the ingredients that are included in many high street beauty products. If you look at other countries in Europe, for example France, you’ll see that natural products dominate. In the UK they are still a drop in the ocean. So, yes, we see real growth potential.”
Dr Organic will spearhead Holland & Barrett’s natural beauty offer. The brand, which the retailer developed with a third party ,and remains an H&B exclusive. But the new Leicester store we’ll also be stocking Lavera, Burt’s Bees and A’Kin — premium ranges with higher price points than Dr Organic.
Asked if H&B’s high street competitors were on the trend, Aldis said: “If you look at the high street chains you’ll see that Boots has just one natural range and the Body Shop doesn’t have any.”