Grocery chain Kroger Co. is making a big push into the beauty business, more than doubling its number of store-brand cosmetics, shampoos and other items this summer.
The nation’s largest traditional grocer sees alluring growth in beauty product sales. After a slow rollout of its Mirra line that began last October, it has more new products ready for this fall and next year.
The Cincinnati-based company’s move underscores how supermarkets are aggressively trying to take advantage of an increase in house-brand sales during the recession.
Most major grocery sellers have expanded their store-brand lineups beyond food and drinks as households seek ways to trim spending.
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