Barnes & Noble faces formidable competition from the likes of Amazon and Apple in the book department, but the brand is expanding.
The retailer will launch beauty sections in stores on some college campuses.
B & N locations at Emory University, Southern Methodist University, Tulane University and the College of William & Mary now have a section labeled The Glossary that features lipstick, makeup, shampoos, nail polish and additional beauty brands.
Featured brands are a mix between high-end and more affordable names, such as Lipstick Queen, Bliss, Living Proof, Butter London, Philosophy, Smashbox, Burt's Bees, CoverGirl, and Maybelline.
For now, The Glossary will remain on college campuses. The University of California at Riverside is next on the list to receive one.
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Lisa Mazzio, Barnes & Noble director of merchandise, told Racked:
I had the luxury of going to every single store and installing all of this within the location and just to hear the squeals of delight from the students when they first see us.
She added:
Once we start putting the product on the shelves, the students are like, 'Oh my God… I can't believe this is coming here. We're going to have Smashbox, we're going to have Philosophy.'
Online, the general reaction to The Glossary has been overwhelmingly positive.
Bustle said:
The move only makes sense, considering many a Barnes & Noble was already selling a few beauty products like Burt's Bees lip balms. And with snacks, wrapping paper, calendars, painting sets, and more available, the next logical step had to be beauty and skincare — especially for college kids who don't often have many places to shop on campus besides the bookstore.
Barnes & Noble execs haven’t shared whether they plan to expand The Glossary outside of college campuses.
What do you make of Barnes & Noble’s recent brand expansion, PR Daily readers?
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