Tesco has launched a trial of a new sensitive skin section in select stores to make it easier for customers to find products for their skin type.
The skincare zone, in partnership with skincare brand Aveeno, is being trialled in almost 100 large Tesco stores. It groups products by skin type, including ‘sensitive’, ‘normal to dry’, ‘very dry’ and ‘very dry, itchy skin’.
Brands, such as E45, Cetaphil, Welesa and Cetraben, will also be available in the leading retailer’s dedicated section.
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This comes as 27m people in the UK suffer from some form of skin sensitivity and only one in ten customers receive treatment because they are unaware of the products available to help.
Tesco category buying manager for baby and beauty, Sarah Sturgeon, said: “This exciting new trial will bring together brands and useful information to help the 40% of the UK population with sensitive skin find the right solution for them.
“Most customers don’t know where to look in stores to find sensitive skin products – so when we learnt that the majority of customers want to find solutions in alongside other familiar products in the skincare aisle, we created this new dedicated area in-store to make it easy to find the products they need all in one place.”
In February, Tesco rolled out a ‘lift and learn’ product display from Aveeno at several of its stores across the UK. Its “skin selector activation unit” reacts when consumers lift an Aveeno product from the shelf, revealing specific product information and content on video screens above.
