Gas station chain 7-Eleven is redefining its relevance with the launch of its new beauty line, Simply Me. In what is likely the most startling beauty news of the season, the Slurpee pit stop plans to dispense a range of 40 products for eyes, lips, and face for “millennial working women” whose iced coffees might inspire them to finally try blue eyeshadow.
Priced from $3-$5, the brand hopes to rake in $30 million from Simply Me during its first year — a projection based upon the “impulse buy[ing]” habits of young women. “If the price is right, that makes it easier to justify. For a Millennial working woman wanting to refresh her makeup while grabbing lunch at 7-Eleven stores, Simply Me Beauty is a welcomed offering and is priced just right for her,” Joy Pico, 7-Eleven category manager, says of the line’s financial appeal.
If the economical pricing for the “top quality” and “on-trend” beauty launch hasn’t hooked you, perhaps the “Gorgeous on the Go” freestanding display housing eyeshadow palettes, BB creams, blushers, and eyebrow wax popping up between rows of plastic-wrapped danishes will catch your eye. No news yet on Cherry Icee-scented lipsticks.