Marionnaud has just assessed the outcome of Christmas festivities in France. The sales of the prestige beauty chain have progressed by 2% from the 22nd of November to the 24th December 2010, compared to the same period of 2009. "The average number of items per basket grew by 6% and its value by 3.4% at more than 72 euros." According to the retailer, the promotional campaign launched in November has helped to spread out sales.
Less focused on the weeks before Christmas, sales were also more diversified: skincare sales increased by nearly 5.6% in value, and makeup sales by 6%. "Purchases did not only focused on perfumes, thus extending the range of possible gifts. Our offer of sideline gifts met a great success," noted Sasha Tikhomiroff, Trade marketing director at Marionnaud France.
Marionnaud’s private labels as well as exclusivities have met great success. Undoubtedly, the season’s best seller is the Only You makeup palette, a Marionnaud’s private brand, which has sold 100,000 copies on a total of nearly 170,000 units sold for Marionnaud’s private labels and exclusivities in the makeup and skin care categories.
However, fragrances, which accounted for quarter of December sales on the French selective market in 2009, remain the most appreciated Christmas gift. New this year, notes Marionnaud: the incursion of a male fragrance in the top 5 best sellers. Ranking in third position, Paco Rabanne’s One Million thus confirms being the strongest hit of the year. It follows the inevitable No. 5 (Chanel) and J’Adore (Dior), then come Angel (Thierry Mugler) and Coco (Chanel).
As far as they are concerned, sales of fragrance gift sets increased by 4.5% in volume compared to 2009. Gift sets were the perfect male present. There are indeed three men fragrances in the top 5 best sellers: One Million by Paco Rabanne (No. 1), Dior’s Eau Sauvage (No. 3), and Hugo Boss’ Bottle Boss (No. 4). In the female fragrances category, Kenzo Flower (No. 2) and Ricci Ricci by Nina Ricci (No. 5) met the greatest success.
A subsidiary of AS Watson, Marionnaud operates a network of 567 beauty shops in France, including 266 salons, and employs 3,600 staffs. Marionnaud distributes its own brand and about fifteen exclusive brands including Sen, Le Couvent des Minimes Qiriness, Polaar and Gosh.
