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Woolworths joins cosmetics price war

1910543_103130289957_3101218_nCosmetics brand, MUD Makeup Design, developed by The Heat Group, the largest Australian-owned cosmetics company, has increased its range of products at Woolworth supermarkets nationally.

The range extension includes a CC cream, pressed powder, foundation, blush, bronzer, concealer, two eyeliners, and volumising Mascara. MUD Makeup Design has been stocked at Woolworths since February 2013, with an average RRP of $5.12, and has been a huge success to date, with one MUD product reportedly sold every 50 seconds.

Gillian Franklin, MD of The Heat Group, said the range extension is a consumer win.

“In addition to prioritising value and convenience, 30 per cent of women are sourcing makeup that is long wearing and 32 per cent of women want makeup that is easy to apply. We also know that the vast majority of women (91 per cent) who purchase cosmetics in supermarkets are the main grocery buyer of the household, and these women are seeking to enhance their appearance, with quality products available from accessible and convenient locations, at an affordable price,” said Franklin.

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