Sportsgirl is about to ramp up its fastest growing product category.
The retailer has launched 'Sportsgirl Beauty', a category set to include dedicated digital platforms and in-store activations.
Previously known as 'About Face', the offer will transition Sportsgirl's beauty counter into a destination for cosmetics, beauty tools and accessories.
Sportsgirl has also expanded the digital footprint for the category by investing in the ‘Beauty Hub’, a micro-site built into its eCommerce platform.
The hub features content such as tutorials, tips and product information and is backed by a dedicated Instagram account @sportsgirlbeauty.
Sportsgirl has flagged further opportunities for stand-alone accessories and beauty stores in 2018.
CEO Colleen Callander said this is a major investment for the brand.
“This day has been in the making for the past two and a half years and it is so exciting to see it all come together.
"My vision was to always have a serious beauty business, and when I say serious I mean it from a credibility, quality and range perspective.
"The brand still embodies Sportsgirl’s signature of fashion and fun, as well as flexibility and nimbleness; this is our uniqueness. the sportsgirl brand is about understanding our girls’ way of life and we know that beauty is a huge part of it."
The brand re-launch is led by a colourful photographic campaign shot by Georges Antoni.
The expansion will continue in Sportsgirl stores, with the opening of the ‘Beauty Bar’, a new on-going activation.
It will run alongside the popular ‘Braid Bar’ at Sportsgirl Bourke Street in Melbourne’s CBD.
Customers will enjoy 20-minute makeovers at an affordable cost of $20 per session, which is fully redeemable on ‘Sportsgirl Beauty’ products.