First Look: Beauty by H E B

Jamie Grill-Goodman
Editor in Chief
Jamie goodman

Grocery chain H-E-B has opened the doors to its first Beauty by H E B store-within-a-store in San Antonio, TX. The highly-curated department, which opened November 8, features an expanded beauty and personal care selection and an experienced, dedicated team of trained beauty advisors to provide expert advice.

“Beauty by H-E-B provides that oasis within the store where the customer can pamper themselves,” said Tracy Bliss, H-E-B director of Beauty. “We’ve created a destination within the store where a talented team of beauty advisors will help customers pick out the perfect items that lend themselves to the creation of new beauty rituals.”

The first Beauty by H-E-B is located inside the H-E-B plus! store at Highway 281 and Evans Rd. and spans nearly 4,000 square feet. Designed with the customer experience in mind, it’s an interactive space that allows customers to shop as well as experiment and play with everything from foundation and facial cleanser to lip stick and lotions. Throughout the department are digital screens that provide informational videos, bright tester stations with mirrors and a voice activated screen where customers can take photos to share on social media.

Each beauty advisor, who received more than a hundred hours of expert training for the position, can provide personalized services such as establishing skin care routines and personal care rituals as well as identify products for more precise color matching. At the Beauty Connections kiosk located at the front of the space, the advisors will showcase new products and offer customers product recommendations and demonstrations daily.

Leading the group of beauty advisors is Ashley Gallegos, a 13-year H-E-B Partner and licensed esthetician. The former pharmacy technician worked her way into the beauty department after graduating from H-E-B’s School of Retail Management.

“For me it’s simple, we want to make people feel good about themselves and connect with customers in a positive way,” Gallegos said. “We have such an amazing, talented team here to educate and help our customers look and feel their best.”

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