Pure Beauty

Douglas plugs in to electricals

Published: 25-Jul-2013

The Germany retail chain has partnered with Dutch electronics manufacturer Philips

German perfumery chain Douglas is creating a section in its French perfumeries for electronic beauty gadgets, working in association with Dutch electronics manufacturer Philips. The offer will apply only to selected outlets and 11 items will be for sale covering skin care devices, hair removal and hair styling, and with prices ranging from €38-€500.

The retailer first trialled the concept in 18 of its stores in April and finding that the innovation met with “considerable success”, it decided on a second wave of implementation. The new electrical beauty section will be highlighted by a prominent point of sale within all participating stores.

Beauty devices are already available in supermarkets in France or specialist shops, such as electrical retailers, but generally there is no one on hand to give specialist advice, while in perfumeries advisers are common but beauty devices are still few and far between.

Douglas has stressed that its staff have been sent on a special training course to enable them to provide personalised advice to clients. Items for sale include the VisaPure facial cleansing brush (€149); the ProCare volumising brush (€59.99); and the Precision Plus hair remover (€499), which destroys hair by pulsing light.

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