L’Oréal Pushes for Shelf Accessibility to Support Walmart’s Beauty Growth Strategy

L’Oréal USA is working with Walmart to improve shelf-level accessibility across beauty aisles — part of a broader retail initiative to make high-demand products more reachable, visible, and equitable for all shoppers.

The push comes as Walmart intensifies its efforts to grow market share in beauty, including investments in premium displays, inclusive product offerings, and streamlined store layouts. For L’Oréal, shelf accessibility is both a commercial and cultural priority — ensuring that hero SKUs like serums, moisturizers, and hair care products aren’t placed out of reach, especially for shorter consumers or those with disabilities.

The initiative reflects a growing trend among beauty brands to link physical shelf presence with inclusivity, user experience, and conversion. L’Oréal’s work with Walmart includes planogram updates, packaging visibility enhancements, and collaborative shopper research to better understand how physical barriers impact purchase behavior.

corpbrief insight:

In beauty, access isn’t just about price or shade range — it’s about reach. L’Oréal’s shelf-first strategy with Walmart shows how physical equity can become a powerful driver of both growth and trust.