By Faye Brookman
Walmart, the world’s largest retailer, wants to make beauty an even bigger part of its business. Creighton Kiper, merchandising vice president of beauty, is executing the game plan.
Speaking at a recent CEW event, Kiper confirmed beauty is a top five priority and one that is being transformed. “There are things you want to buy and things you need to buy, and we are trying to fit more into that column [want to buy],” he said. Treating the business as inspirational and aspirational is part of the recipe.
Walmart has ambitious plans for the department including ensuring there are products for every shopper—no matter the age, gender, hair texture or skin tone, etc.
Harnessing its analytics and the wide range of categories under its roof, Walmart can “anticipate” beauty trends even before the shopper enters the store. “We are able to react quickly and share information with brands,” he said. “It is important to have that flow of information because at the end of the day, everything we do is for the customer.”
The chain is democratizing beauty whether that be access to higher-price points or products for all skin tones. Over the past few years the retailer has added many BIPOC-founded lines, especially for natural hair styles.
The partnership with SpaceNk has not only shown Walmart the retailer can sell higher price points but also has been a learning experience about its shoppers in general. “We are learning what works and what doesn’t and when you look at it from an omni [channel] lens, whether purchased in the store or digitally, there really isn’t a ceiling,” Kiper said. But the chain also keeps value top-of-mind and offers a mixture of price points as well as a balance of heritage and emerging brands.
There is plenty of runway in men’s, too. When Kiper first got the beauty role about 18 months ago, many men approached him interested in what he plans to do for their beauty needs. His team is “digging” into what needs to be carried and how it is presented in the men’s area. “There is more to come in men.”
Incubating brands is also mission-critical. Walmart can help brands zoom from 0 to 60 he said. Over the past year Walmart’s team mentored a handful of brands under its Walmart Start accelerator program including The Hair Lab by Strands and Pardon My For. The scope of the retailer offers tests in segments of stores to react quickly to what is going right and right is off the mark.
Most recently, Walmart announced its clean initiative with products meeting its criteria and priced for the most part under $10. “As a team, we talk a lot about making sure everyone can participate, not just a few,” he said that sustainability and recyclability should be available at price all can afford.
Elevating the store experience is on Kiper’s to-do list, a big feat for a retailer with more than 4,700 U. S. stores The retailer is experimenting in Stores with a concept called Beauty Shop.
ABOUT FAYE BROOKMAN
Faye Brookman has reported on the beauty and personal care industry for more than 35 years. 
She contributes to beauty industry publications including Women’s Wear Daily and CEW Beauty News. Her articles have also appeared in USA Today, The Wall Street Journal and The Washington Post. She also is a frequent moderator for discussions of the beauty business and retail industry.
A graduate of Syracuse University’s S.I. Newhouse School of Public Communications, Brookman resides in Skillman, N.J.
Categorized in: Trends/Insights