Sears, the low-priced retailer known for its selection of Craftsman tools and kitchen appliances, is jumping on the beauty bandwagon.

The retailer is debuting beauty departments  — called Sears Beauty — in 13 mall locations in Chicago, Los Angeles and New York.

Sears Beauty will sell cosmetics, skin care, bath and body products, and fragrances by brands like L’Oreal, Maybelline, and CoverGirl. The offering, Sears says, is designed to help shoppers “achieve their ideal beauty results.”

Sears isn’t alone in wanting to help shoppers put their best face forward. JC Penney has installed Sephora locations inside many of its department stores, while Wal-Mart has reached a deal to sell an exclusive line of Hard Candy makeup in its discount stores.

Retailers look at cosmetics as a way to drive consumers into their stores more frequently, because shoppers typically need to purchase a new lipstick or restock their favorite body wash more often than they need to buy a new suit or replace their ride-on lawn mower.

To mark the opening of the beauty departments, Sears is offering a free cosmetic bag and brush set with any $25 cosmetics, fragrance or bath purchase, and a $10 Sears reward card with any $50 cosmetics, fragrance, or bath purchase.

(Photo: Reuters)