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Feelunique speeds up their market conquest in France

Last November, the English leader of cosmetics online stores officially announced they had founded a French branch. Since then, their offensive on the French market has been conveyed by a series of large-scale commercial actions: development of new brands, purchase and optimization of points of sale to make it easier to market French brands under a selective distribution agreement, launching of an ad campaign next May… Claire Blandin, General Manager France, gave Premium Beauty News a few details on the whole system.

Claire Blandin, General Manager France, Feelunique

Claire Blandin, General Manager France, Feelunique

Premium Beauty News - What has been implemented since Feelunique France was officially founded last November?

Claire Blandin - Our top priority was to settle in our new offices in the Marais quarter and get the teams working on the website and Parfumeries Rive Droite store managers together, as we have just bought this brand.

Feelunique was made available to French consumers two years ago, but since the branch was founded, our teams have been working on localizing the website for France, which involves translating its content and fixing prices in euros in line with the French market (until then, they were given in pounds sterling and translated into euros). In addition, we are now confident with our commercial action plan, which defines our special offers and launching schedule. Our newsletters are drafted in our new offices with a specific editorial content. Also, we have raised our free delivery threshold to EUR 50, instead of EUR 15, so we can deliver tracked parcels to prevent any losses and, above all, guarantee our customers a delivery within 3 to 5 working days.

Premium Beauty News - What about your network of points of sale? How important is it within your strategy?

Claire Blandin - We have four perfume stores located in the cities of Boulogne, Neuilly, Levallois, and Avenue Marceau in Paris, and the last two are being completely revamped. We are actually re-designing them to get closer to the selective segment’s traditional codes, highlighting brands through self-service, a makeup corner, and an animation area. The store located 35 Avenue Marceau is meant to become the brand’s flagship, and by May 30, all stores will bear the Feelunique name, unless anything unforeseen crops up with the renovation work.

screen capture of the Feelunique website in France ©

screen capture of the Feelunique website in France ©

Premium Beauty News - What brands will be available in your points of sale?

Claire Blandin - Given the size of the stores, it will not be possible to display the 500 brands available online. However, there will be a rich, varied offering with luxury perfumery classics and a selection of new fragrances from the niche segment.

Premium Beauty News - Are you planning to open other stores?

Claire Blandin - Right now, we are not planning on widening our network, even if it does contribute to meeting our need to get the brand settled.

Premium Beauty News - Talking about this, how are you going to gain fame?

Claire Blandin - We will be launching an ad campaign in May. It will mainly consist of digital actions to get some notoriety and attract new customers.

Premium Beauty News - Why would French consumers choose the Feelunique website?

Claire Blandin - We are the only website to offer brands from the traditional selective channel and niche brands, but also emerging brands, spa and salon brands, parapharmacy brands, professional hair care brands, and digital brands developed by bloggers and YouTubers. Besides, we offer as many British brands, some of which are sold exclusively on our website, as French and global brands. Our customers are actually gaining convenience if they buy our products, since they have access to a very wide beauty offering, all segments included, in only one location!

Interview by Kristel Milet

© 2016 - Premium Beauty News -
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