UK-based supermarket chain Tesco is testing a new sensitive skin section in select stores to help customers easily navigate the skin care products.

The retailer launched the dedicated section in partnership with skincare brand Aveeno.

The new section offers customers products from brands such as Aveeno, E45, Cetaphil, Weleda and Cetraben.

Being piloted in nearly 100 large Tesco stores, the new skincare zone categorises products by skin type, including ‘Sensitive skin’, ‘Normal to dry skin’, ‘Very dry skin’ and ‘Very dry, itchy skin’.

Tesco Baby and Beauty Category buying manager Sarah Sturgeon said: “This exciting new trial will bring together brands and useful information to help the 40% of the UK population with sensitive skin find the right solution for them.

“Most customers don’t know where to look in stores to find sensitive skin products – so when we learnt that the majority of customers want to find solutions in alongside other familiar products in the skincare aisle, we created this new dedicated area in-store to make it easy to find the products they need all in one place.”

Citing a Dermacare U&A study, 'Insight Inside, 2021', Tesco reported that More than 27 million, or 40%, of people in the UK suffer from some form of skin sensitivity.

The data also revealed that just one in ten are being treated because of the lack of awareness of good value products.

Last month, Tesco expanded its move to highlight marked-down yellow sticker food items to 300 stores across the UK.