// Marks & Spencer partners with Benefit Cosmetics to expand its beauty offering in-store and online
// The new tie-up forms part of the retailer’s ‘Brands at M&S’ strategy
Marks & Spencer has launched a partnership with Benefit Cosmetics as it looks to expand its existing beauty offering.
The launch forms part of the retailer’s ‘Brands at M&S’ strategy of curated third-party ranges “that complement its existing offer”.
Benefit Cosmetics products will be available from the autumn on M&S.com and at Benefit Cosmetics counters in five M&S stores in Camberley, Cheshire Oaks, Handforth Dean, Hedge End and Lisburn.
Meanwhile an additional 10 stores will have the products displayed in a bespoke Benefit Cosmetics fixture.
M&S head of beauty Tara Singleton said: “We are so pleased to be welcoming Benefit Cosmetics as our latest partner as we continue to introduce dynamic third-party brands to complement our own beauty offer, helping us become more relevant, more often for our customers.
“Beauty plays a big part in our ‘Brands at M&S’ strategy as we know brands such as Benefit Cosmetics inspire loyalty and repeat purchase around their cult products and therefore play an important role in how and where customers shop.”
The partnership with Benefit follows M&S launching Clinique products in-store and online earlier this year.
The company said that over the past 12 months, M&S Beauty “has been evolving at pace to be more relevant, more often to its 22 million customers through exclusive own brand products (including Apothecary which has grown to a £20m brand in just two years) and complementary third-party brand partnerships”.
Benefit Cosmetics general manager Sarah Harbon said: “The launch of Benefit Cosmetics on M&S reflects our commitment to making our products accessible, we are passionate about building a beauty community for all and delighted to be joining M&S Beauty. The partnership will provide a unique omnichannel opportunity for new and our existing customers to easily shop and discover the UK’s no. 1 prestige makeup brand alongside leading British retailer, M&S.”
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