Pure Beauty

Shake up for Marionnaud

Published: 16-Oct-2014

French perfumery chain adjusts target audience and takes on new brands

French perfumery chain Marionnaud says it is aiming at a younger clientele of 30-35 years of age (its current customer is aged 45-50) and is taking on new brands and revamping its image accordingly, including changing its name to Marionnaud Paris in order to attract an international clientele.

The firm is celebrating its 30th birthday this year.

“In taking the name Marionnaud Paris, we want to attract clientele in the regions, for whom Paris is synonymous with fashion and trends, as much as an international clientele,” said Juliette Delcourt, the firm’s Marketing Director.

The firm has also been taking on new brands, some with exclusive deals, such as Ioma, Le Couvent des Minimes and a new eye make-up range called Blinc. Marionnaud has also enlarged and expanded its private-label ranges, which are moderately priced to attract a younger customer.

Marionnaud is now France’s third-largest perfumery chain in terms of size, behind Sephora and the newly merged Nocibé-Douglas combo. Of over a thousand outlets Europe-wide, half are in France, and these account for more than half of the firm’s annual sales.

You may also like