Beauty brand Revolution debuts in Walmart stores
Revolution Beauty Partners with Walmart for Wider U.S. Reach
In a strategic move to expand its presence in the United States, Revolution Beauty has formed a wholesale partnership with retail giant Walmart. The collection, named Relove by Revolution, will be exclusive to Walmart, available in 2500 of its locations and on its website.
The Relove by Revolution collection, priced at $5 and under, includes foundation, brushes, freckle pens, and water-activated liners. This partnership marks a significant step for Revolution Beauty, following similar moves by direct-to-consumer (DTC) brands that have partnered with big-box stores to leverage their extensive physical and online presence.
The beauty industry has been thriving, with a phenomenal year in 2022 and continued growth in 2023, according to data provided by Circana. This expansion is attributed to various factors, including the "lipstick index," which refers to the theory that consumers buy small indulgences, like beauty products, during economic downturns.
Walmart, too, has been making strides in the beauty sector. The retailer has launched a clean beauty platform, highlighting products made without over 1200 ingredients, and has a beauty accelerator program for up-and-coming brands. The company has also been increasing its beauty footprint with DTC brands and has previously partnered with Walgreens.
The partnership with Walmart not only expands Revolution Beauty's presence in the U.S. but also benefits from Walmart's retailer fulfillment, loyalty programs, and marketing reach. This move follows a trend where DTC brands are partnering with big-box retailers to broaden their distribution channels, access larger, diverse shopper bases, and increase product trial in physical retail environments.
Meanwhile, Walmart has been focusing on technology to streamline its operations. Recently, the company announced it would be relying more on robots in stores and at its fulfillment centers. This shift towards automation is part of Walmart's ongoing efforts to improve efficiency and customer service.
As retailers continue to personalize the shopper experience with the availability of consumer data, opportunities have opened up for both DTC brands and big-box retailers alike. The beauty industry, in particular, is expected to continue its growth trajectory, offering exciting opportunities for brands like Revolution Beauty to thrive.
[1] Target Expands Beauty Assortment [2] Function of Beauty's Blend of DTC and Retail [3] Ulta Beauty and Target Partnership [5] The Rise of DTC Beauty Brands in Big-Box Stores
[1] Amidst the growing trend of DTC beauty brands partnering with major retailers, Revolution Beauty has chosen Walmart for its latest expansion, marking a significant move in the industry.
[2] By partnering with wholsale giant Walmart, the popular beauty brand Revolution Beauty is leveraging not only Walmart's extensive physical and online reach, but also its retailer fulfillment, loyalty programs, and marketing resources, breaking boundaries in the DTC vs retail landscape.
[3] Following a successful alliance between key players like Ulta Beauty and Target, Revolution Beauty's partnership with Walmart continues to paint a vibrant picture of the future of the beauty industry – one marked by dynamic collaborations and boundless opportunities.
[4] In the ever-evolving world of retail and the beauty-fashion-and-beauty industry, successful partnerships such as Revolution Beauty's with Walmart signal a promising era for direct-to-consumer brands seeking to expand their consumer base and increase product trial in brick-and-mortar stores.
[5] As businesses strive to shake off the challenges imposed by the pandemic, cutting-edge AI and technology are taking center stage, with players like Walmart embracing automation to improve efficiency and customer service, ensuring a smooth and thriving future for both current and future partners in the retail and beauty space.
