Founded about ten years ago, Beauté Privée is now a leading pure player in the field of beauty. With 250,000 daily visits, 90% of which are on mobile phones and 70% via the app., the platform has recorded a 24% average annual growth rate since its acquisition by Showroom Privé two years ago. Riding the e-commerce wave, the parent group now intends to capitalise on this momentum and has embarked on a technical and marketing overhaul of the site and the application.

"The Showroomprivé Group strongly believes in the value of this platform," comments Aurélie Bouvart, Marketing Director. "This brand strategy is completely independent of the Group but is integrated into its DNA. We are reaching out to women and we are talking about immediately accessible wellness products," she adds.

The new positioning, developed with the Marcel Agency, is based on the notions of partnership, accessibility and well-being. With the slogan "Beauté Privée après vous, votre meilleur allié pour se faire du bien" (Beauté Privée, after you, your best ally to care for yourself), a vast communication campaign was launched in October with the aim of establishing the brand’s new identity.

Targeting brands and users

To convince users, Beauté Privée is counting on a richer and cleaner offer. The site currently has 1,000 partner brands, including 200 new ones since the beginning of the year, and plans to double that figure in the next two years. "We have a very comprehensive catalogue that we intend to develop to fulfil our mission of making beauty accessible to all beauties," declares Aurélie Bouvart.

The wide-ranging recruitment of new brands is aimed at major groups but also clean beauty indie brands, a growing category according to the Manager.

"Nearly a quarter of our references come from the green section, which for us, covers organic, natural, vegan, made in France and zero waste products. We are trying to facilitate access to responsible consumption since these references are offered with an average discount of around 43.5%," she continues.

At the same time, Look Forward, the incubator of the Showroomprivé Group supports fashion and beauty start-ups with a committed profile, such as for beauty: 900 Care, Unbottle, All Tigers and Beautymix.

Customer experience has also been revamped by making the application and website more user-friendly. "We have worked on making navigation lighter, to create a more premium user experience. The idea is also to provide the customer with additional advice on how to discover new products," explains the manager.

Beauté Privée covers exclusively France at the moment but is interested in looking at business opportunities outside France.