Barnes & Noble College looks to beautify its brand

The book retailer has expanded into cosmetics, but only on certain college campus locations. Here’s the gist of the move, consumers’ reactions and what loyalists can expect.

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Barnes & Noble College (which became a separate company last August under Barnes & Noble Education) is adding an additional feature to its stores at Emory University, Southern Methodist University, Tulane University and the College of William & Mary: a section labeled “The Glossary,” which features lipstick, makeup, shampoos, nail polish and additional beauty brands.

Featured brands are a mix between high-end and more affordable names, such as Lipstick Queen, Bliss, Living Proof, Butter London, Philosophy, Smashbox, Burt’s Bees, CoverGirl, and Maybelline.

For now, The Glossary will remain on college campuses. The University of California at Riverside is next on the list to receive one. VIRTUAL SUMMIT: The mobile revolution is here. Reach customers in 2016 and beyond on their mobile devices.

Lisa Mazzio, Barnes & Noble College’s director of merchandise, told Racked:

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