Aldi UK has expanded its private label beauty line Lacura in the form of a caviar-containing face cream, which will retail at £6.99, and will compete with upmarket branded counterparts, the Guardian reports.
It represents a further venturing into the non-food FMCG market for the German multinational. The project in question has performed successfully in Australia since entering its Aldi supermarkets in November 2014.
“We are keen to continue introducing exciting ingredients and premium lines at affordable prices to meet the ongoing demands of health and beauty consumers so it will be interesting to see what the public think,” it said.
The Lacura cream will perhaps compete most directly with a new comparable product to be launched by Superdrug, which will cost £14.99.
Conlumino retail analyst Anusha Couttigane commented, “It is interesting to see Aldi is taking another step towards establishing a competitive non-food offer. As with all things, the proof of the pudding will be in the eating. Premium skincare is a huge industry, especially when you get into specialist products like anti-ageing creams.”
She added that Tesco will be among the main rivals affected by the new product.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
