Kmart trials cosmetic products behind security cabinets as retailers under threat
Kmart Australia has joined the growing list of major retailers putting makeup and cosmetic products under lock and key, trialling new glass door cabinets in a bid to showcase more products safely.
The trial, currently underway at Kmart’s flagship Sydney store in Broadway, was spotted by local shopper Eliza, who runs the social media account Bargain Homewares. Stores alongside Broadway, the trial is also at Broadmeadows in Victor and Melbourne in Victoria.
The change was spotted by local shopper Eliza. TikTok/bargain_homewares
In a video shared on Instagram, she captured rows of beauty products displayed behind locked glass, including budget line e.l.f., which sells items for as little as $5.
Other brands showacsed include OXX Beauty, SheGlam, and BYS Makeup.
A second-video showed just how high-tech the new automated security system is.
After she pressed a button labelled “Press For Assistance,” an electronic message announced, “We’ll open the cabinet for you shortly”.
The cabinet then lit up before turning off, and the door unlocked automatically to grant access to the range.
Kmart confirmed the security trial, adding they welcomed customer feedback. Instagram/@bargain_homewares
A spokesperson for Kmart Australia confirmed the feature is part of a trial to combat rising retail theft.
“We’re currently trialling new beauty cabinets in selected Kmart stores, designed to support product availability and presentation for our customers,” the spokesperson said.
The retailer emphasised its focus on customer feedback, adding: “We’re always looking for ways to improve the shopping experience and create stores that our customers and team members truly love, as we continue to deliver on our purpose of making everyday living brighter.
“Listening to their feedback is an important part of that, and we’ve been encouraged by the positive response so far. We’ll continue to listen and learn as the trial progresses.”
The industry-wide security overhaul
Kmart’s move reflected a broader trend across Australian retail as more and more chains ramp up their security measures in their beauty aisles.
Big W dedicated their “Big W Beauty Shop” concept as part of recent store upgrades, aiming to maintain an open-aisle feel while tightening security.
Cosmetics are housed in distinct sections featuring dedicated entrances, increased surveillance, anti-theft tags, and locked cases.
Kmart’s move reflects a broader trend across Australian retail. Instagram/@bargain_homewares
Big W has unveiled a new Beauty Shop layout as part of recent update. Big W
A Big W spokesperson said: “Since 2022, we’ve been transforming the beauty experience for Australian families with our dedicated ‘shop-in-shop’ layout.
“These elevated beauty destinations bring together our customers favourite brands as well as exciting new launches in one curated space with personalised service.”
Supermarkets and pharmacies are following suit.
Coles and Woolworths have increased security for high-value cosmetics and grooming products like razors, with Coles Highpoint West in Victoria storing cosmetics in locked cabinets that staff unlock remotely after reviewing CCTV.
Chemist Warehouse has placed items like fragrances and body sprays under lock and key, using staff assistance alongside clear plastic security hang-tabs, security stickers, and lockboxes.
Priceline has similarly introduced locked glass cabinets, security tags, and stickers for high-end skincare and beauty tools, depending on the location.
