In a selective perfumery market that returned to growth in France in 2010 and progressed by 2.6%, after a decline of 1.4% in 2009, Beauty Success has been confirming its own progression its with a 6% growth in 2010, and consolidated sales reaching 215 million euros. However, the retailer’s growth is not measured on a like-for-like basis since the company has opened 26 perfume shops and beauty parlours during the year. Beauty Success retains its 7% share of the French market, but does not progress towards its 10% target.
For Beauty Success, the year 2010 was marked by the launch of a new beauty parlour concept. A total of 14 parlours have been opened, including 4 franchises. Another highlight of the previous year was the redefinition of the retailer’s identity with a new brand promise « Bien être & belle humeur » (“Well-being & beautiful mind”) along with a new logo representing a butterflies rosette.
Over the past five years Beauty Success has been growing by more than 5% annually. On December 31, 2010, the Beauty Success retail network was composed of 260 stores in metropolitan France and 8 locations overseas (Tahiti, Reunion and Morocco).