Kroger Expands Private Label Beauty and Personal Care Line

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August 18, 2010

Making an aggressive push into the beauty and personal care categories, Cincinnati-based Kroger Co. has more than doubled the SKUs in its Mirra store brand line this summer, with more new products coming this fall.

Without much fanfare or promotion, Kroger has realized double-digit sales increases on the Mirra line since it rolled out last October, according to a report in the Lexington Herald-Leader

"This was a very big leap for Kroger," Susan Scherer, who manages Kroger’s beauty business, said in the report, which also said that Kroger’s store brands represent 34 percent of all grocery items sold and 26 percent of grocery revenue. All told, Kroger offers more than 20,000 private label items, up 25 percent over the past two years, according to the report.

The Mirra line, which includes cosmetics, shampoos, face creams, and beauty care accessories, is currently comprised of 100 SKUs, up from 41 SKUs three months ago.

"The kind of customer that we have comes to us for things they need on a regular basis," said David B. Dillon, CEO of Kroger, which has said Kroger identified health and beauty as an underdeveloped private label category. "Health and beauty items, you don't consume them like food items, but you do use them up pretty regularly; so you go back for replenishment, and those are the kind of items that are our forte."

Coming to the Mirra line soon will be anti-wrinkle products with retinol-A, as well as other products, according to the report, noting that the grocer will accelerate marketing this fall with national advertising and coupons.

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