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Companies & industry

Beauty Success Group launches a “neo-perfumery” concept

The group already owned five global beauty brands. It is now completing its cluster with a new high-end perfumery network concept based on the customer relationship. The first test store will be inaugurated in mid-June in the western France city of Périgueux. Chief Strategy Officer Stéphanie Chalard chose Premium Beauty News to unveil the project outlines.

Stéphanie Chalard, Beauty Success Group Chief Strategy Officer

Stéphanie Chalard, Beauty Success Group Chief Strategy Officer

Within the context of a receding selective market, Beauty Success Group set itself broader objectives focused on beauty services to seize growth opportunities. “We believe there is a territory to conquer, which highlights both selective and niche brands and meets new consumer expectations involving highly-personalized, tailor-made advice,” Stéphanie Chalard asserts.

Sustained training

One may think about a return to the codes of the perfumery trade, but Stéphanie Chalard prefers to talk about neo-perfumery with a very modern approach. Their points of sale will lay out an offering combining niche and selective products and featuring a high-end salon.

We consider there is a population that wants to have access to a selection of the two types of products, but with a highly specialized service. It is all based on the customer relationship. This service will involve sustained training for our advisors about the art of welcoming customers and getting to know them, not only through their purchases, but also through their own personality,” she adds. The group has also been working on this approach with its partner brands. “It is a very popular concept among brands, because they think we revive and build up an identity for the selective network.

A complementary network

Today, the family group counts five brand networks, the flagship channel being the Beauty Success selective stores – 320 perfume stores/salons mainly settled in small and medium-sized cities – completed with 170 Esthetic Center salons. The three other brands are making progress: Beauty Full Days, a new generation of beauty salons, the Parapharmacie Tanguy network and Beauty Sisters for Millennials.

This new concept, whose name will be unveiled when the first store opens in June in Périgueux, completes the cluster of existing brands, but it will not depend on the Beauty Success brand. A second opening should be scheduled for early 2019 to set up a national network mainly settled in big cities in the long run.

Kristel Milet

© 2018 - Premium Beauty News - www.premiumbeautynews.com
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