This automn H&M is about to launch a wide beauty line of over 700 products, including a beautifully packaged premium collection and an Ecocert-approved (environmentally friendly) range.
 The beauty care collection will include make-up, haircare, body care and styling essentials, They  will be showcased in dedicated beauty areas in H&M stores, which will give shoppers a chance to “be inventive, creative and to have fun with colour that inspires us," explains H&M concept designer Sara Wallander. The new beauty collections will be available online  and in over 900 stores worldwide.
This kind of diversification that the company uses will add a high competitive advantage over the market. The strategy will be well implemented in order to "win" the big clientele already existing in the other lines of the H&M stores and make them loyal customers to the new endeavor of the brand.