HOFFMAN ESTATES, Ill., April 11, 2011 /PRNewswire/ -- Today, Sears announces the expansion of beauty to more than 100 Sears locations and Sears.com. The new cosmetics departments will include beauty products from well-known and trusted brands, including L'Oreal, Maybelline, Revlon and CoverGirl, in a range of hues for every woman. The departments will also feature nail care from Sally Hansen, Essie and Nicole by OPI, an extensive assortment of skin care, as well as fragrances for women and men. Additionally, beauty advisers staffing the departments will offer makeup tips and advice to customers who desire assistance in perfecting their look.

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The retailer tested the beauty concept in 13 stores across the country in 2010 to drive both consideration and traffic among female shoppers, and the beauty departments were well received by customers. The departments will include new fixtures in a dedicated space and will give customers access to these popular cosmetics brands at the mall.  

"We are pleased to offer our customers a comprehensive assortment of the cosmetics, skin-care and nail-care brands not typically found in department stores at the mall," said Gary Schettino, VP/GMM, Sears men's apparel and center core, Sears Holdings. "Our foray into beauty creates the perfect complement to our new approach to fashion at Sears. The introduction of affordable and well-known brands is another example of our continued commitment to offer our customers incredible value at a total style destination."

The newly established beauty departments are expected to increase cross-category shopping at Sears as more women take advantage of the convenience and affordability of the brands. Offering beauty products is another critical step in the Sears strategy to create a strong portfolio of products and collections in traditional female categories associated with fashion. Recently, Sears launched UK Style by French Connection, a line of contemporary, stylish clothing and accessories collections for men, women and children. In January, the retailer also announced a fall collaboration with Kim, Khloe and Kourtney Kardashian to launch the Kardashian Kollection in 400 Sears stores nationwide. Sears looks to offer women a complete destination to create an entire look, now head to toe.

For more information about all of Sears' beauty and fashion offerings, please visit www.sears.com.

About Sears, Roebuck and Co.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,700 Sears-branded and affiliated stores in the United States and Canada, which includes over 890 full-line and more than 1,350 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. Sears, Roebuck is the 2011 ENERGY STAR® Retail Partner of the Year. The company is the nation's largest provider of home services, with more than 11 million service calls made annually. For more information, visit the Sears, Roebuck website at www.sears.com or the Sears Holdings Corporation website at www.searsholdings.com.

SOURCE Sears, Roebuck and Co.