Magazine article Marketing

Editor's Comment: The Beauty of Tesco's Plans

Magazine article Marketing

Editor's Comment: The Beauty of Tesco's Plans

Article excerpt

When Zara Phillips posed for her engagement photos last month, commentators threw up their manicured hands in horror at the sorry state of her nails.

This incident was called to mind with the revelation in Marketing last week of Tesco's plans to provide a range of beauty services, including nail bars and hairdressing.

Given the UK's shift toward US-style grooming, perhaps we should expect a negative reaction to the Queen's granddaughter sporting unpolished nails. In the US, a manicure is considered as much of a weekly ritual as grocery shopping. Tesco certainly hopes it will become so here, too (see analysis, page 14).

Some argue that Tesco is - again - stretching its brand too far, and getting the psychology of women's beauty services wrong. It does seem an unlikely choice of venue for time-poor women wanting their nails buffed Surely John Lewis' plan to launch in-store spas is a happier brand fit?

Tesco's move into a broader range of beauty services is as much about convenience as it is cost. …

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