BW Confidential - Issue #8 - October/December 2011 - (Page 68)

Retail Store concepts Outside the box A roundup up of beauty’s innovative new store concepts from around the world Duane Reade moves upscale New York-based drugstore Duane Reade has opened a new flagship store based on what the company calls an up-market focus and exclusive services. The 22,000ft2 (2,043m2) store, located on Wall Street in New York, is home to an expanded beauty department featuring its cosmetics shop-in shop concept the Look Boutique. The area offers before-and-after virtual makeovers, skin analysis and an automatic fragrance sampler that allows customers to try more than 40 scents. There is also a nail salon using OPI and Essie products and a hair salon by Phyto Universe. Duane Reade was acquired by Walgreens in March 2010 and the group claims this new store represents the best of ideas of both chains and is an important step in the drugstore’s rebranding initiative. Analysts say that the new-look store could attract major prestige brands to the channel. “Prestige brands all say that they don’t want to sell through drugstores, but the situation is perhaps not dissimilar to the perception of [home shopping channel] QVC 10 years ago. Then, QVC was seen as negative by premium brands, but now it is almost seen as a powerful form of advertising, and it allows brands to increase sales in traditional channels,” comments US-based consultancy Purpose Built founder Kelly Kovack. She continues: “Duane Reade has an offer that is a lot more diverse and higher-end; it is also providing services, so brands and traditional retailers will have to look at that.” s Duane Reade’s new concept store offers a more prestige environment and a wide range of services Benefit opens New York City flagship LVMH-owned beauty brand Benefit is to open a flagship store in New York City at the end of September. The boutique, which is located in Manhattan’s Soho district, covers 2,000ft2 (186m2 ) spread over two levels. As well as the boutique area, the space also hosts a ‘beauty loft’ for PR and training events. The focus at the store is clearly on services. The boutique will offer Benefit’s signature brow shaping, as well as lash and brow tinting, body and facial waxing and airbrush tanning. Also on offer are on-the-spot “make-uppers,” (makeovers) and make-up lessons, where consumers can learn beauty tips and tricks. In line with the brand’s positioning, the new store sports a girly feel. It is decorated with rosy pink wallpaper and features large crystal chandeliers. The furniture includes tables with sleek cabriolet legs and plush make-up stools. Benefit, which celebrates its 35th anniversary this year, has 33 standalone stores worldwide, 17 of which are in the US. October-December 2011 - N°8 - BW Confidential s Benefit is focusing on personalized services at its new flagship 68

Table of Contents for the Digital Edition of BW Confidential - Issue #8 - October/December 2011

- Brand & retail news recap
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
- The latest in fragrance, skincare & make-up
- Estée Lauder Companies group president international Cédric Prouvé
Insight: Fragrance
- Category overview
- Retailer roundtable
- Retailing strategies
- Rare fragrance brands
- Launch roundup
- Spa chains
- Spa case studies
- E-commerce
- Store concepts
Travel retail
- Sector analysis
- Hainan & China Duty Free Group
- Retail concepts
- Passenger habits
- Industry experts on harnassing the power of social networks
- Six up-and-coming beauty brands
Market watch: Russia
- Country overview
- Prestige retailing
- Industry viewpoint
- Market outlook
- Sustainabilty
- Trends
Last word
- Buyology Inc president & co-founder Donna Sturgess

BW Confidential - Issue #8 - October/December 2011