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Repositioning Soap & Glory as masstige seems like a natural evolution since Boots acquired it. After a mutual decision to end its relationship, the kitschy beauty brand is in the process of pulling out of Sephora so one can only wonder, what happened?
“Soap & Glory has been highly successful in the U.K. with its masstige positioning,” said Ken Murphy, executive vice president of Walgreens Boots Alliance. “Sales at Sephora have been consistently strong, with double-digit comp growth year over year. In line with our global brand positioning, moving the brand to masstige will allow us to give consumers what they have been asking for — greater accessibility, more product variety than before and lower prices.”
The brand, which founder Marcia Kilgore sold to Boots in November for an undisclosed sum, will be distributed more broadly by the end of the year, but retailers and price range have yet to be determined. Meanwhile, Soap & Glory is hoping to distribute its color cosmetics line in the U.S. The color now consists of around 30 stockkeeping units. Murphy added that in the U.K., Soap & Glory is the fasted growing color cosmetics brand at Boots.
First of all, I missed the news that Boots purchased Soap & Glory. Second, this is the first I've heard about the brand pulling out of Sephora, but now it makes sense as to why some of their products are out of stock there. I'm guessing Soap & Glory will be sold at Walgreens moving forward (since Walgreens Boots Alliance owns them, it would make sense), but it sounds like they might be planning to offer their products elsewhere as well. Only time will tell! I'm also excited about the prospect of them bringing their color cosmetics to the US--wouldn't that be nice?
Do any of you remember when Soap & Glory was sold at Target? That was before the move to Sephora, so I'm excited to see them come back to the masstige market ("Masstige" is a portmanteau for "mass" and "prestige" and it basically means fancier products sold at drugstores at a slightly higher price-point than regular mass market products). I'm very curious to see what the prices will be like once the move is made.
Are you a Soap & Glory fan? Are you happy to hear they're moving back to drugstores (and that we might see their color cosmetics in the US soon)?