Kaufland Romania launches Beauty Zone pilot concept

Kaufland Romania has introduced a new in-store beauty and drugstore concept called Beauty Zone, currently operating as a pilot project at its Barbu Văcărescu street location. The initiative aims to create a 'one-stop-shop' experience by combining daily essentials with an expanded personal care selection.

The Beauty Zone features approximately 600 new products, including K-Beauty skincare, Arabic perfumes, and makeup from brands such as Essence, Catrice, Avon, and Rimmel. The space is organized into thematic zones, including a 'Mask Bar' for skincare and a dedicated area for Korean beauty trends. Additionally, the retailer's private label, Bevola, will receive expanded presentation space through November.

Beyond retail, the concept includes experiential services such as a nail bar for manicures and a makeup bar offering 15-minute lessons, both accessible via the Kaufland Card XTRA loyalty program. The store also features an AI Beauty Mirror that analyzes skin to provide personalized cosmetic recommendations. Following the initial testing phase, the retailer plans to expand the concept to Cluj-Napoca.