Make-up and retail: the change is now!
For the past months make-up retail sector has been buzzing. Dior, Chanel, Bourjois have opened their own beauty boutiques. The new Bellista shops launched by Nocibé are exclusively dedicated to Nocibé branded products and customers, along with the sale of products, are invited to test on-site other skincare or make-up products. The retail of beauty products seems to have (finally!) started its revolution. Under the pressure of some success stories like Kiko’s, and acknowledging the fact that something had to be done to make consumers want to enter and, most of all, make purchases, several leading brands decided to dare take the leap by accelerating the opening of dedicated shops, which are in fact more than shops but actually real places for testing and getting advice. This is the case with Dior, Chanel, Bourjois…
Without abandoning the traditional mode of distribution of brand’s beauty products in points of sales, these outlets seem to offer the ideal setting to develop a bespoke customer service with a personalized product offering and exclusive beauty tips.
This trend also shows that the product, alone, no longer suffice to express the notion of luxury and exclusivity offered to customers and that the service that comes with it, is taking more and more importance. Furthermore, to turn the act of buying into a genuine experience, distributors are changing their store concept. The new Bellista shops launched by Nocibé are exclusively dedicated to Nocibé branded products and customers, along with the sale of products, are invited to test on-site other skincare or make-up products. Sephora operated for the past two years a true transformation of its outlets to associate them with a notion of luxury, while maintaining the self-service aspect that clients from 20 to 35 years always enjoy so much. This is translated into the opening of stores in so-called Premium places where concentrate luxury brands, an exclusive product and brand offer and multi-level customer services, materialised by White, Black, Gold loyalty cards. Thus, the concept store on the Champs-Elysées, launched in 2012, offers a range of 14,000 references and also includes a brow bar, a make-up school and a hairdressing corner.