MCoBeauty, Coveted Australian Beauty Brand, Expands to the U.S. Market Available Exclusively at Kroger

Rhea-AI Summary

Kroger (KR) partners with MCoBeauty, Australia's fastest-growing beauty brand, to launch over 250 makeup and skincare products exclusively at Kroger Family of Stores. The collaboration aims to offer affordable and innovative beauty solutions under $30, catering to beauty enthusiasts across America. Customers can access trending items like XtendLash Tubular Mascara, Super Glow Bronzing Drops, Flawless Glow Luminous Filter Foundation, Lip Oil Hydrating Treatment, Liquid Highlight & Glow Beauty Wand, and Instant Contour Cream Bronzer. The partnership provides accessibility through in-store shopping, Kroger Pickup, and Delivery, with additional savings through Boost by Kroger Plus membership. Kroger Family of Companies Rewards World Elite Mastercard® cardmembers can benefit from exclusive offers and discounts.

Insights

Market Research Analyst

Entering the U.S. market, MCoBeauty's partnership with Kroger represents a strategic move to tap into the expansive American consumer base. The choice of Kroger as an exclusive retailer is a calculated decision, leveraging Kroger's extensive network and customer reach. This collaboration aligns with the increasing demand for affordable and accessible beauty products, which has been a growing trend, especially among price-sensitive consumers.

From a market perspective, the launch of over 250 products could potentially increase foot traffic to Kroger stores, enhancing cross-selling opportunities for the retailer. MCoBeauty's positioning as a 'luxe for less' brand fills a niche in the market, potentially attracting a demographic that seeks quality products at lower price points. The introduction of such a brand could disrupt the conventional pricing and quality dynamics within the beauty industry, potentially leading to competitive responses from existing brands.

Consumer Behavior Expert

The emphasis on cruelty-free and affordable beauty solutions by MCoBeauty taps into the ethical consumerism trend, which has seen a rise in shoppers who prioritize animal welfare and sustainability in their purchasing decisions. This resonates with a segment of the market that may have been underserved by traditional beauty brands. The 'luxe for less' approach could influence consumer behavior, encouraging a shift towards more conscientious consumption without compromising on the perceived luxury of the product.

Furthermore, offering the same low prices across in-store and online channels, including Kroger Pickup and Delivery, caters to the convenience-driven consumer. The Boost by Kroger Plus program could incentivize repeat purchases and brand loyalty, which are critical factors for a new brand trying to establish a foothold in a competitive market.

Financial Analyst

Kroger's strategic partnership with MCoBeauty may have implications for the company's financial performance. The introduction of new products typically aims to drive sales growth and the exclusive nature of this partnership could differentiate Kroger from other retailers. However, the impact on Kroger's bottom line will depend on the consumer acceptance and turnover rate of these new products.

Investors should monitor the performance metrics and sales data following the launch to gauge the success of this initiative. It's also worth noting that the beauty sector often has higher margins than traditional grocery items, which could improve Kroger's profit margins if the MCoBeauty products perform well.

Additionally, the Boost membership offer linked to the Kroger Family of Companies Rewards World Elite Mastercard® could potentially increase customer retention and spending, but it's important to consider the costs associated with these programs and the balance between customer acquisition and profitability.

Luxe for less, cruelty-free makeup and skincare brand launches at Kroger

CINCINNATI, April 4, 2024 /PRNewswire/ -- The Kroger Co. (NYSE: KR) today announced MCoBeauty, Australia's fastest-growing beauty brand, is making its United States debut exclusively at Kroger Family of Stores, launching more than 250 beauty and skincare products available in stores now.

"Kroger is thrilled to offer our customers MCoBeauty's luxe for less cosmetics and skincare products," said Kate Meyer, Kroger's vice president of Home, Health & Beauty Care Merchandising. "Bringing this must-have brand exclusively to Kroger invites beauty enthusiasts to our stores to access highly sought-after products and offers our customers more beauty options, maximizing convenience with every shopping experience. Our Fresh for Everyone commitment means accessibility across every aisle and we proud to collaborate with MCoBeauty, a brand that shares this vision."  

With affordability and practicality paramount to MCoBeauty's mission to provide accessible, innovative products, the luxe-for-less brand offers trend-focused makeup and skincare items under $30.

"We are thrilled to bring MCoBeauty to the U.S., offering customers across America access to our innovative and affordable beauty solutions," said Shelley Sullivan, CEO & Founder of MCoBeauty. "Our mission has always been to make high-quality beauty products accessible to all, and we're excited to introduce our range to a new audience. Kroger is the perfect point of entry for us into the U.S. Similar retail environments have worked so well for MCoBeauty in Australia and New Zealand, providing a very loyal, and growing customer base for the brand, and I am confident we will see the same success with Kroger." 

Try these must-have MCoBeauty trending items available at Kroger:

• XtendLash Tubular Mascara—the best-selling, award-winning innovative tubing mascara that maximizes length, curl and volume without flaking or smudging.
• Super Glow Bronzing Drops—a weightless skincare-infused serum that hydrates while adding a warm bronze tint to complexions.
• Flawless Glow Luminous Filter Foundation—a four-in-one, multi-tasking, skin booster designed to give skin the ultimate glowing filter-like finish.
• Lip Oil Hydrating Treatment—a rich, ultra-nourishing lip oil that leaves a high-shine finish.
• Liquid Highlight & Glow Beauty Wand—the perfect illuminating liquid highlighter wand to achieve gorgeously glowing skin in a flash.
• Instant Contour Cream Bronzer—contour and highlight like a pro in just three easy steps.

Customers can shop these MCoBeauty items and more in-store or through Kroger Pickup and Delivery, offering the same products at the same low prices no matter how they shop. Save even more with Boost by Kroger Plus, the delivery membership that can save customers up to $1,000 per year on fuel and grocery delivery. Eligible customers can now try the Boost membership with a free 30-day trial and subscribe on a monthly basis for as little as $7.99. 

Kroger Family of Companies Rewards World Elite Mastercard® eligible cardmembers may now redeem a free one-year, next-day Boost membership or cardholders who are current annual Boost members may receive a free one-year extension of their next-day Boost membership. To learn more and redeem this Kroger Rewards World Elite Mastercard® cardmember offer visit the Boost Membership Benefits page.  

*The creditor and issuer of the Kroger Family of Companies Rewards World Elite Mastercard® is U.S. Bank National Association, pursuant to a license from Mastercard International Incorporated.

About Kroger
At The Kroger Co. (NYSE: KR), we are dedicated to our Purpose: To Feed the Human Spirit™. We are, across our family of companies nearly half a million associates who serve over 11 million customers daily through a seamless digital shopping experience and retail food stores under a variety of banner names, serving America through food inspiration and uplift, and creating #ZeroHungerZeroWaste communities by 2025. To learn more about us, visit our newsroom and investor relations site.

About MCoBeauty
MCoBeauty is Australia's fastest-growing beauty brand, offering a range of premium-quality, vegan & cruelty-free products at a luxe-for-less price.

MCoBeauty offers a collection of modern beauty solutions, with the core range always having innovation at its heart, with iconic game changers like XtendLash Tubular Mascara (the fastest selling mascara in Australia!) & Lip Lights Shine Gloss, to our premium-quality Korean-made Skincare range, to our sell-out Seasonal Dupes which offer a little bit of luxury - every day.

Media Contact
Erin Rolfes
Director, Corporate Communications & Media Relations
erin.rolfes@kroger.com 

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SOURCE The Kroger Co.

FAQ

What is the collaboration between Kroger and MCoBeauty about?

Kroger (KR) partners with MCoBeauty, Australia's fastest-growing beauty brand, to launch over 250 makeup and skincare products exclusively at Kroger Family of Stores.

What are some trending items available at Kroger from MCoBeauty?

Customers can access trending items like XtendLash Tubular Mascara, Super Glow Bronzing Drops, Flawless Glow Luminous Filter Foundation, Lip Oil Hydrating Treatment, Liquid Highlight & Glow Beauty Wand, and Instant Contour Cream Bronzer.

How can customers shop for MCoBeauty products at Kroger?

Customers can shop these MCoBeauty items in-store or through Kroger Pickup and Delivery, offering the same products at the same low prices no matter how they shop.

What additional savings can customers get through Kroger?

Customers can save even more with Boost by Kroger Plus, the delivery membership that can save customers up to $1,000 per year on fuel and grocery delivery.

What benefits do Kroger Family of Companies Rewards World Elite Mastercard® cardmembers receive?

Kroger Family of Companies Rewards World Elite Mastercard® cardmembers may now redeem a free one-year, next-day Boost membership or receive a free one-year extension of their next-day Boost membership.