BW Confidential - Issue #13 - March/April 2013 - (Page 52)

Retail Store concepts Thinking differently A handful of beauty retailers are experimenting with new store concepts and business models to capture a greater share of the market Sephora opens its biggest flagship in China French retailer Sephora opened its largest flagship store in Shanghai, China at the end of January. Covering 1,500m2 (16,145ft2) in a five-story building at the intersection of the city’s busy Nanjing West Road and Maoming Road, the store is bigger than the retailer’s existing flagship in Beijing Qianmen, making it Sephora’s largest flagship store in Asia. The retailer says the new store has a more high-end positioning than its other boutiques, conveyed by what it calls a “luxurious store decor”. It features a range of exclusive brands, including upper-prestige companies such as La Prairie, Sisley and La Mer, as well as Pola, Sampar and Strivectin. The new store sells more than 118 brands and 7,400 products in all. Beauty services will be offered by Sephora’s own make-up, skincare and hair consultants, but some cosmetics brands will also have their own staff at the store. Available services include brow and lip waxing by Benefit, make-up classes by Make Up For Ever and Bobbi Brown, and facial treatments from La Prairie, La Mer and Sisley. The store boasts a VIP area, a special facial-care center, and a Toni&Guy professional hair salon. There are also fragrance-testing machines, where consumers can try out new scents. To help customers find their way around the store, the retailer installed 3D navigation maps and iPads are available in the VIP and skincare areas, which act as personal skincare assistants. Sephora now operates 133 stores in 47 cities in China, and has plans to open 20-30 new stores annually in the country. s Sephora’s new flagship in China is said to have a more high-end positioning than its other stores Boticário Group launches prestige beauty store s Boticario Group’s The Beauty Box sells foreign prestige brands and local lines 52 Brazil-based holding Boticário Group has opened a new store concept combining its own products, other local brands and foreign prestige brands. It is the first time the group has sold third-party brands in its stores, and some say the move is a direct response to LVMH-owned perfumery retailer Sephora entering Brazil earlier this year. Called The Beauty Box, the new store, which opened in São Paulo, will sell up to 60 brands in 10 product categories, such as fragrance, make-up, skincare and men’s grooming. But one of the main differences is the presence of foreign selective brands, such as Dior and Lancôme, in the same boutique as Brazilian brands, like Granado and Phebo. According to Boticário Group sales and marketing director Breno Salek, the idea is to bring consumers closer to a multi-brand retail format. Boticário had planned to open six Beauty Box stores before the end of 2012, all in São Paulo. The first store, which covers 120m2 (1,291ft2), features soft lighting and an all-wood decor. Brands such as Dior and Lancôme have their own merchandising units, and lit visuals above their product displays. There are drawer units in the center of the store and on the walls, a reference to the ‘beauty box’ in the boutique’s name. Sales advisors are employed by the store, not the brands. In addition to a brisk store rollout program, The Beauty Box will begin e-commerce operations in the first half of this year. March-April 2013 - N°13 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #13 - March/April 2013

Cover
Comment
Contents
Update
- Brand & retail news recap
- Companies on the move
Take note Market facts, figures & trends
Best of BW Highlights from our e-publication
Launches The latest in fragrance, skincare & make-up
Interview Natura Cosméticos evp José Vicente Marino
Insight: Make-up
- Category overview
- The latest trends
- Social media
- Retail viewpoint
- Retail case studies
- Increasing usage
Retail
- European perfumeries
- Store concepts
Digital Mobile strategies and brand case studies
Strategy spotlight Trends to inspire
Market watch: US
- Country overview
- Department stores
- Specialty stores
- Industry viewpoint
Emerging markets Company profile: Jequiti
Radar A profile of six up-and-coming beauty brands
Travel retail: Brazilian travelers
- Overview
- Passenger profiles
Packaging Designs for travel retail
Last word The Beauty Company’s Alisa Marie Beyer on new ways to converse with consumers

BW Confidential - Issue #13 - March/April 2013