Pick n Pay launches 100 products that cost less than R90

Pick n Pay has launched a new own-brand range of cosmetic products, comprising 100 products priced under R90.

The retailer is making these products, called ‘Real Cosmetics’, available on its asap! on-demand delivery platform.

This makes Pick n Pay the only retailer in South Africa to offer a makeup range for delivery in under 60 minutes.

The retailer’s move comes as South Africa’s on-demand delivery battle is heating up, with Shoprite’s Sixty60 currently dominating the market.

On Thursday, 15 October, Pick n Pay announced the launch of Real Cosmetics, a new own-brand makeup range comprising 100 products, all priced below R90.

The retailer said the range is now available in 100 Pick n Pay stores nationwide and on Pick n Pay asap!.

The Real Cosmetics range includes everyday makeup essentials for the face, eyes, lips and nails, with the most expensive product retailing at R89.99. 

Some of the products in the range include concealer, BB cream, lipstick, lip plumper, eyeshadow, eyeliner, mascara, nail polish, and highlighter.

“Customers don’t have to make a separate shopping trip now to pick up a new concealer, mascara or lipstick,” Pick n Pay’s head of product marketing, Landre Venter, said. 

“With every product priced below R100, it also gives customers the freedom to try and discover something new without a significant spend.”

“Thanks to it being available on Pick n Pay asap!, customers also have the option to replenish their makeup bag within an hour, without leaving home.”

Pick n Pay said the range was developed in partnership with a local cosmetics supplier. The retailer helped develop the assortment, including selecting products, colours, and shades.

“Working with a local supplier means we can respond to what South African consumers are looking for, while also introducing products that reflect current beauty trends,” Venter said. 

“We want Pick n Pay to be a place where customers can find more of what they need in one shop, and the new Real Cosmetics range is a natural extension of that.”

The launch of this cosmetics range is the latest in a series of updates Pick n Pay has announced to its asap! platform and store offering.

The retailer is in the midst of a turnaround plan aimed at restoring the financial health of its core South African supermarket business.

Key to this turnaround is asap!, as South African retailers are all seeking market share in an environment where consumers increasingly favour convenience.

Part of Pick n Pay’s turnaround strategy also included shutting down loss-making stores and making its online presence through asap! even more important to attracting customers.