HOFFMAN ESTATES, Ill. — Sears Holdings Corp.’s Sears division has begun adding beauty departments to more than 100 stores as well as the sears.com website.

Sears Holdings Corp.’s Sears division has begun adding beauty departments to more than 100 stores as well as the sears.com website.

The new departments include cosmetics from such brands as L’Oréal, Maybelline, Revlon and CoverGirl. Also on offer are nail care products from Sally Hansen, Essie and Nicole by OPI; an extensive assortment of skin care items; and men’s and women’s fragrances. The sections will be staffed by beauty advisers, who can offer makeup tips and advice to customers who want help.

The retailer tested the beauty concept in 13 stores across the country last year, and executives say the departments were well received.

"We are pleased to offer our customers a comprehensive assortment of the cosmetics, skin care and nail care brands not typically found in department stores at the mall," said Gary Schettino, vice president and general merchandise manager for men’s apparel and center core at Sears Holdings. "Our foray into beauty creates the perfect complement to our new approach to fashion at Sears.

"The introduction of affordable and well-known brands is another example of our continued commitment to offer our customers incredible value at a total style ­destination."

Sears hopes that the new beauty departments will increase cross-category shopping at Sears, as more women take advantage of the convenience and affordability of the brands. Offering beauty products is part of the retailer’s strategy to create a strong portfolio of products in traditional female categories associated with fashion.