Sears Canada Introduces Oasis

    New Department Store Beauty Concept that will Change the Way Customers
    Interact, Experience and Shop for their Beauty Needs

TORONTO, Nov. 17 /CNW/ - Sears Canada Inc. (TSX: SCC) today unveiled Oasis, a new beauty destination, which is being piloted at two of its Greater Toronto locations: Square One Shopping Centre in Mississauga and Mapleview Centre in Burlington. Oasis will change the way women shop for beauty products at Sears. The new beauty department offers a 'one-stop' 'head-to-toe' shopping destination featuring an exceptional assortment of beauty brands and personal care tools.

"We went directly to our customers to find out what they wanted in a beauty department and we're excited to introduce Oasis, a concept borne from this extensive customer research," said Sarena Campbell, Sears Canada's Vice-President, Apparel and Accessories. "There has been a dramatic change in what 'beauty' means to people. Customers today believe that beauty is about the whole person and Oasis reflects exactly that."

The new modern, spacious layout and format reflects growing customer demand for a mix of products and services beyond the traditional format. New open fixtures create an inviting space for customers to test, experience and select products at their leisure. The new department and fixtures provide a more comfortable environment for customers to interact with beauty advisors. Throughout the beauty area there is a sleek and modern approach to design. Aisles are spacious, fixtures are state-of-the-art, and product categories have been expanded.

Featured are customer favourites such as Lancôme, Estée Lauder, Clinique, Elizabeth Arden, Lise Watier, Shiseido and Clarins, each with their own accessible area and product assortment. The department also features an outstanding selection of moderate-price brands new to Sears including L'Oreal, Garnier, Rimmel, Maybelline and Revlon. Oasis also boasts an assortment of organic and natural products including Burts Bees and Consonant Organic Skincare, the only Canadian national brand of organic skincare. "We are responding to the way that customers shop," added Ms. Campbell. "They want a mix of products and price points."

Beauty advisors will continue to assist customers by offering their expertise and advice. What's new is they have been 'cross-trained' to provide knowledge and expertise on a multitude of brands. "Our beauty advisors have undergone extensive training to provide unbiased beauty advice on any product offered in Oasis," continued Ms. Campbell. "Our goal is to continually offer excellent service, and to provide our customers with the option of choosing products on their own or seeking the advice of one of our experts."

In addition to the best cosmetics brands on the market, a whole selection of the latest in beauty accessories and trend items like compacts and mirrors, false eye lashes and hair extensions, Tokia eyebrow shaping and grooming tools and Essie nail care and polish are part of the new product additions.

Oasis aisles will showcase the latest salon quality hair care products such as shampoo, conditioner and styling products from some of the industries leading experts like David Babaii, CHI, and Bed Head. To complete the customer 'head-to-toe' beauty experience, Oasis will carry salon quality hair care appliances like straightening irons and blow dryers by CHI, E.V.A., David Babaii and Maxius, and professional quality hair brushes by Revlon, CHI, Bed Head and Vidal Sassoon.

Oasis will also offer an updated, self-serve men's zone with skin care, fragrances, and personal grooming tools, making shopping for personal care items less intimidating for men.

Oasis is Sears Canada's new head-to-toe beauty concept. It delivers an excellent array of the best-selling products and styling tools, an inviting space to shop and unparalleled, approachable service. Oasis is the refuge for busy shoppers, responding to their desire for a new kind of beauty destination that meets all their personal care needs.

Sears Canada is a multi-channel retailer with a network of 196 corporate stores, 193 dealer stores, 41 home improvement showrooms, over 1,800 catalogue merchandise pick-up locations, 108 Sears Travel offices and a nationwide home maintenance, repair, and installation network. The Company also publishes Canada's most extensive general merchandise catalogue and offers shopping online at

SOURCE Sears Canada Inc.

For further information: For further information: Media Contact: Eliana Cugini, Sears Canada Inc., (416) 941-4426,

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