BW Confidential - Issue #17 - March/April 2014 - (Page 54)

Retail Store concepts Talking shop A roundup of beauty's new retail formats Nocibé's own brand gets own store s Nocibé's new private-label store offers 1,000 skus and a range of services France-based perfumery Nocibé has launched what it calls a new generation of boutiques, devoted exclusively to its private-label offer. The first store in what is to become a chain, called Les Bellista by Nocibé, opened mid-December in a shopping mall in Leers, a city in northern France. "This generation of boutiques was inspired by the needs of today's consumer," explains Nocibé ceo Isabelle Parize. The Leers store covers 100m2 (1,076ft2) and offers 1,000 skus from Nocibé's own brand of accessibly priced make-up, skincare, bath and body items and beauty accessories. Services are also an integral part of the offer: a beauty bar on the shop floor provides hair styling (€15) and makeovers (€7), while manicures (€7) are available at the nail bar. All services use Nocibé products. Waxing and express facial and body treatments-facials start at €35-are offered in private treatment areas. All services are walk-in only. According to the retailer, the new chain is to be developed alongside Nocibé. Nocibé's Parize says that the two concepts are complementary. Four Les Bellista stores are slated to open in 2014, two of which will be in the Paris suburbs; the first will open this spring. Nocibé launched its private-label offer in April 2012 and, as of last year, the category accounted for less than 10% of its sales. Nocibé operates 466 points of sale in France. German retailer Douglas has been in exclusive negotiations to acquire the chain since October 2013. Philips banks on pop-ups s Philips sees its pop-up stores as labs where it can learn about its beauty shoppers 54 Netherlands-based beauty device manufacturer Philips Beauty opened its first pop-up store in Amsterdam, the Netherlands in early December, which the company described as an "interactive learning lab for beauty innovation". The store, which covered 100m2 (1,076ft2) and was open for four weeks, allowed visitors to test and purchase a selection of the brand's beauty tools, receive personal skin analyses and hairstyling tips, and also access information via interactive mirrors and hand-free swipe screens. "We are looking to build our beauty brand credentials, and this store was an opportunity to tell and show Philips' beauty story in the most premium way. It was also a learning laboratory for us. We wanted to get first-hand learning from our beauty shoppers, but also have a venue to show our vision of beauty to key beauty retailers," explains Philips Beauty director shopper marketing Simone Caljouw. The feedback garnered from consumers is used by Philips to advise its retail partners in how to best sell the device category. Although the company says it is not interested in establishing a brick-and-mortar retail presence, Philips Beauty pop-up stores may roll out to markets, such as China, South Korea, Argentina and Brazil. Shop-in-shops in department stores, health and beauty retailers, or electronic retailers are also an option, according to the company. Philips Beauty carries an assortment of more than 350 skincare, haircare and hairremoval tools. March-April 2014 - N°17 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #17 - March/April 2014

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 Guerlain ceo Laurent Boillot
Insight: Make-up
Category overview
Budget brands
The latest trends
Retail
Innovative strategies
Retail
Vending machines
Store concepts
Digital Social media content
Market watch: Latin America
Regional overview
Mexico: country analysis
Mexico: prestige retailing
Colombia: country analysis
Colombia: prestige retailing
Argentina: country analysis
Argentina: prestige retailing
Radar A profile of six up-and-coming beauty brands
Emerging markets Company profile: Mahogany
Travel retail: Brazilian travelers
Analysis
Industry viewpoint
Packaging: Decoration techniques
Trends analysis
Innovations
Last word Diagonal Reports analyst Jacqueline Clarke

BW Confidential - Issue #17 - March/April 2014