BW Confidential - Issue #14 - May/June 2013 - (Page 46)

Retail Store concepts Paris beauty BW Confidential spotlights three newly opened beauty stores in the French capital MAC splashes out on the Champs Elysées s MAC’s third flagship has a futuristic design Estée Lauder-owned make-up brand MAC is out to make a splash with its new flagship store—the brand’s first outside of the US—which opened in March on the Champs Elysées in Paris. The 362m2 (3,896ft2) space spanning two levels is meant to draw in passersby with its futuristic black pod-like design. A cascade of black-framed mirrors lines the shop walls, which MAC senior vp James Gager refers to as a “shell within the store”. Each of MAC’s flagship stores (the first two are in New York City) has a unique design that is not necessarily meant to reflect its cultural surroundings. The predominance of black helps to set off the brand’s vast color offering. MAC’s entire range of more than 1,200 skus is displayed on rows of shelving along the walls, and 10 make-up stations, comprised of a chair and a mirror with professional lighting, are placed at intervals, creating a break in the product displays. Central merchandising units, meanwhile, present the latest color collections on the shop floor. The store features the brand’s first lash bar in France and the lashes on offer are shown on a backlit surface. The store has a staff of 34 make-up artists with an “international profile” meant to reflect the diversity of shoppers that visit the Champs Elysées. MAC has also conceived the boutique as a venue for industry PR events during Paris Fashion Week, as well as for VIP appointments (a separate make-up area is available for clients needing more privacy). Bourjois’ Paris-inspired standalone s Bourjois’ new Paris store boasts a playful environment with a wide range of services 46 Covering just 41m2 (441ft2), Bourjois’ new store in Paris—the Chanel-owned brand’s first standalone boutique in the city in more than 100 years—packs in bright make-up colors alongside a range of beauty services. The boutique, located in the Passage du Havre shopping complex in the city’s ninth arrondissement, offers the brand’s 470 make-up skus, as well as its fragrance, Soir de Paris, dating from the 1920s. The playful pink and white decor is inspired by Paris—images of the city’s rooftops adorn the walls, a central merchandising display is modelled on a bistro table and the pink chandelier is a modern take on Paris’ 19th century street lamps. Despite its small size, the store devotes a large space to services. The Jolie Room is an area with seated stations for manicures, make-up application and brow services. Nail services include manicures, nail art application or a do-it-yourself option where for €1 consumers can pick a varnish of their choice and polish their own nails. Brow threading (€15 for a 15-minute session), tinting and false lash application are also on offer. There is also a focus on education; the store offers one-on-one lessons on how to attain the smokey eye look and a session on nail art techniques is priced €19. The brand strives to offer accessible prices at the store—services start at €2 (or €1 for the do-it-yourself nail station) and a full manicure is priced €25. May-June 2013 - N°14 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #14 - May/June 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 Clarins Group ceo Philip Shearer
Insight: Skincare
- Category overview
- Skincare devices
- Retail case studies
- The latest trends
Retail
- Amazon
- Store concepts
Digital Facebook
Market watch: China
- Country overview
- Industry viewpoint
- National domestic airports
- Department stores
- Third- & fourth-tier cities
Travel retail
- Emerging Asia analysis
- Passenger profiles
- Interview: King Power Group Duty Free & Travel Retail Hong Kong managing director Sunil Tuli
Radar Up-and-coming brands
Emerging markets Company profile: VLCC
Packaging
- Industry outlook
- Differentiation techniques
Last word Brand Keys founder and president Robert Passikoff

BW Confidential - Issue #14 - May/June 2013