Woolworths has launched a new beauty bar format that is currently being piloted at Sydney’s CBD supermarket at Town Hall.
Woolworths new beauty retail format has been designed by Hulsbosch – Communication by Design to showcase premium hair and beauty brands in a non-traditional supermarket setting.

“This is a strategic departure from the grocery sector’s more traditional model of hair and beauty to one that respects not only Woolworths as a brand – its values, personality and proposition – but the consumer experience,” said Jaid Hulsbosch, Hulsbosch director.

The fitout, which was handled by Gibson Shopfitters, uses natural materials such as wood and stone, clean design lines and contemporary lighting and fixtures.

“For Australian supermarkets, Woolworths Beauty is a first. We wanted the design to be much like a destination creating not only an enjoyable physical experience with beautiful products to match, but one that informs shoppers,” Hulsbosch said.

“The design incorporates a level of interactivity, the ability to engage consumers through a sense of drama, and importantly it reinforces Woolworths as a market leader in its category placing the consumer at the heart of everything it does.”

The new format features beauty bars with dedicated beauty consultants offering treatments, tips, advice and samples, as well as LED screens and beauty TV to create an integrated and experiential consumer destination.

"We've transformed our Town Hall supermarket to include a full service beauty department where customers can shop for their favourite brands like Bliss, Essie and Model Co. for the first time in an Australian supermarket," Alex Dower, general manager for grocery for Woolworths supermarket, said.

"In another Australian supermarket first, customers can enjoy free beauty treatments at our dedicated beauty bar. Whether it's having your nails done, a skin care consultation, make up trial or simply completing a full beauty shop, we know our customers will love the range and convenience of this new beauty experience.

"Dedicated Woolworths beauty consultants have also been recruited to offer customers advice and hints and tips on all the latest seasonal and international hair and beauty trends."

The beauty bar will remain as a permanent feature at Woolworths Town Hall and will seek customer feedback before plans on expanding the concept in its other stores.