Supermarket extends George brand

New George cosmetics

Asda has extended its George brand to a range of cosmetics.

The range, which is being rolled out into selected stores over the next few weeks, will be displayed in a standalone unit designed by the in-store marketing company, Bezier.

The unit has been designed to maximise versatility and can be featured alongside other health and beauty ranges in the supermarket either as a free standing unit, or taken apart and used as shelving.

Claire Anglim, cosmetics buyer at Asda, said: "The George brand has been phenomenally successful and we have been keen to extend this to the cosmetics range. The new unit gives the products their own identity and stand out in-store, increasing visibility and encouraging impulse buys."

Nina Butt, business unit director for Asda at Bezier, added: "Retailers are becoming increasingly savvy about best use of space where so many brands are competing for attention. To work well POP must be well designed and fit in well with the surrounding shop fittings to make store layouts as customer-friendly as possible. This unit has been produced with flexibility in mind to make cross-promotions easy in-store."