France's fourth-largest perfumery chain, Beauty Success, has revealed its new-look outlets, which will comprise perfumeries, beauty salons and – now – parapharmacies.
Moving into the parapharmacy market "is in line with our concept of 'global beauty'," said Philippe Georges, the brand's ceo. "We serve 'beauty pleasure' with our perfumeries, 'beauty wellness' with our beauty parlours and 'beauty health' with our drugstores". The firm aims to have 50 parapharmacies under its belt in the next five years.
Georges said the new-style outlets would need to be at least 200-250m2 in size so that the parapharmacy section – which will be staffed by a pharmacist – can have a separate entrance but still communicate with the beauty salon and perfumery, "although nothing is stopping franchisees from taking two of the three offerings," he added.
"This is a new activity for the brand, not additional shelf-space. There is a direct and separate entrance to the store; it cannot just be a corner. But the entire store is accessible with the same loyalty card."
The perfumery sections will be getting a makeover, created by design agencies Versions and Raymond Interactive, to be "friendly, attractive, bright and warm". It features coloured zones (violet for women's fragrances, red for men's fragrances, pale pink for skincare); makeup placed in a central island; and the firm's own-brands, tariffs and loyalty card scheme also placed prominently. Wood will be used throughout, along with very clear plexiglass signage with LED backlighting, and service areas such as nails will be scattered throughout each outlet. In this, the firm is aiming to attract younger clientele, as currently, its average loyalty card holder is over 45 years of age.
The firm believes the beauty salon is the natural link between the world of perfumery and the drugstore, so the beauty treatment rooms are also getting a new look and feel, and will be fitted out in different 'ambiances': Tropicale, Oceane, Orientale, Minerale, Nordique and Solaire. The aim is also to make them more accessible, as at present, only 10 per cent of the firm's perfumery clients also use the beauty parlours.
The new concept was tested in a pilot store in Bergerac and has been deployed since August in the brand's franchises in Pont-Audemer, Rennes (Saint-Gregoire and Alma). The firm aims to implement the concept in at least 20 of its outlets each year, with 40 being completed by the end of 2013.
