European makeup brand essence has gained more shelf space in the Canadian retail market, thanks to a recent mega retail merger.
essence, which is owned by German cosmetics company Cosnova GmbH, is known for fun and affordable makeup products, with an average retail price of just $3.69.
The brand made its Canadian debut in 2012, under an exclusive distribution partnership with Shoppers Drug Mart. With the 2014 acquisition of Shoppers having brought the drug store chain under the ownership of Loblaw Companies Ltd., essence has now gained a massive new distribution network.
In addition to its presence within Shoppers Drug Mart and Pharmaprix stores, essence is gaining real estate this spring within certain Loblaws grocery stores.
Under the new distribution arrangement, designated Loblaws stores will carry twice as many essence products compared with the amount of essence merchandise available at Shoppers Drug Mart. Loblaws stores will also carry certain exclusive essence products that are not available anywhere else in the Canadian market.
The essence brand seems a good fit for Loblaws, where its in-house fashion and cosmetics brand, Joe Fresh, shares a similar philosophy of trendy items for affordable prices.
At a downtown Toronto event in late February, essence showcased its spring makeup collection, including certain Loblaws exclusives. The new collection features plenty of pastels and bright spring colours that are sure to attract shoppers as the products make their debut on the shelves of their new retail partner.