7-Eleven Cosmetics Line

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7-Eleven Inc. has entered the beauty business with the unveiling of its cosmetic line, Simply Me Beauty.

Created to appeal to millennial women, the assortment of 40 items is designed to meet the needs of any female consumer, according to the convenience retailer.

The well-rounded collection of cosmetics and cosmetic accessories for face, eyes and lips includes offerings for day or night use, different complexion types and skin tones. All items are priced between $3 and $5.

“The beauty industry has seen dramatic growth of cost-conscious cosmetics in the marketplace because millennial women are looking for a variety of colors at affordable prices,” said Lindsay Robertson, 7-Eleven product development category manager. “They like to buy and try, and our goal when developing the Simply Me Beauty line was to create a line of makeup that had a quality look and feel without a high price barrier.”

According to 7-Eleven, beauty products has grown to a $46-billion industry that is expected to increase by 12 percent by 2020. Makeup accounts for 17 percent of the cosmetic market — another number that is expected to continue to grow.    MORE

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