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Walmart Stages Retail-tainment Program in Beauty Department

from WWD (subscriber article)

Walmart might be busy buying up e-commerce companies, but it is also putting efforts into the in-store environment, especially in beauty. In concert with Walmart's efforts to improve the in-store experience, the chain will showcase its proprietary Hard Candy brand in 365 doors over the next 12 months. Hard Candy executives describe the program as "retail-tainment" and it kicked off May 11 in conjunction with Mother's Day. In the selected stores, consumers can have personalized makeup consultations, an upscale twist in the mostly self-service environment. Looks will change over the course of the program, but the initial styles incorporate two styles, Rock the Golden Glow and Rock the Golden Glam. more

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