Sears has announced the expansion of beauty to more than 100 Sears locations and Sears.com. The new cosmetics departments will include beauty products from well-known and trusted brands, including L’Oreal, Maybelline, Revlon and CoverGirl. The departments will also feature nail care from Sally Hansen, Essie and Nicole by OPI, an extensive assortment of skin care, as well as fragrances for women and men. Additionally, beauty advisors staffing the departments will offer makeup tips and advice to customers who desire assistance in perfecting their look.

The retailer tested the beauty concept in 13 stores across the country in 2010 to drive both consideration and traffic among female shoppers, and the beauty departments were well received by customers. The departments will include new fixtures in a dedicated space and will give customers access to these popular cosmetics brands at the mall.

“We are pleased to offer our customers a comprehensive assortment of the cosmetics, skin-care and nail-care brands not typically found in department stores at the mall,” says Gary Schettino, VP/GMM, Sears men’s apparel and center core, Sears Holdings. “Our foray into beauty creates the perfect complement to our new approach to fashion at Sears. The introduction of affordable and well-known brands is another example of our continued commitment to offer our customers incredible value at a total style destination.”

The newly established beauty departments are expected to increase cross-category shopping at Sears as more women take advantage of the convenience and affordability of the brands. Offering beauty products is another critical step in the Sears strategy to create a strong portfolio of products and collections in traditional female categories associated with fashion. Recently, Sears launched UK Style by French Connection, a line of contemporary, stylish clothing and accessories collections for men, women and children. In January, the retailer also announced a fall collaboration with Kim, Khloe and Kourtney Kardashian to launch the Kardashian Kollection in 400 Sears stores nationwide. Sears looks to offer women a complete destination to create an entire look.