As announced in March 2015, French beauty retailer Beauty Success is accelerating its international development. The opening of a first Beauty Success store in Abidjan, Ivory Coast, on 19 December 2015, marked the beginning of the retailer’s implementation in emerging markets.

The new Beauty Success point of sale is one of the 55 new shops, belonging to both African and international retailers, hosted in the new the PlaYce Marcory mall in Abidjan, and featuring a Carrefour hypermarket as well as a shopping arcade and a food court. Beauty Success is the only selective beauty retailer within the mall.

This new 104 m2 store also offers a beauty salon. The architectural concept is the same of French outlets. The product offering is also the same but is complemented by brands corresponding to the country’s specific buying habits.

"Rather than adapting the offer, we have completed it. We wanted to provide customers of our Abidjan POS with the same ranges than in France, with brands and products that meet global standards while taking into account the expectations and ethnic needs of consumers in Abidjan,” explains Stéphanie Chalard, Offer Manager.

With this first store in Abidjan brings, Beauty Success opens its 16 point of sale out of France. The brand intends to intensify its international development in the coming months and years.