Until now a rather discreet challenger, Nocibé, third selective beauty retailer in France, behind Sephora and Marionnaud, is going on the offensive again, through the impetus given by Isabelle Parize, its President.
The chain headquartered in Villeneuve d’Ascq, in the Lille metropolitan region (Northern France), in turn is launching its own brand, with as main assets, a bath product range and a full make-up and nail polish range, that aim to be both accessible, trendy, glamorous, innovative and of quality. A launch which, while being part of an underlying trend in the French selective distribution, claims being, according to the brand, "the answer to a true expectation" on the theme "I want to have fun, I want to test, I want to experiment"
In total, it is no less than 360 references, including 200 in make-up, that will be made available as of May in the Nocibé outlets. "With this approach, we wish to attract all generations, in perfect complementarity and in perfect harmony with luxury brands," explained Isabelle Parize.
As far as colours are concerned, for its first cosmetic line under his own name, the retailer’s officials believe they have "thought big, very big even": 200 products for the eyes, skin and lips, not to mention accessories. But the successful launch of the nail polish line, as a preview, in January, bodes well. It must be said that the company has managed to create the buzz by adding to its 24 traditional nail polish shades, four shades of its Vernis Magnet 3D, containing magnetized nacres to create, with a magnet, small ripples featuring a 3D effect. Nothing revolutionary, maybe, for the aficionados of nail art, but it is a first in this circuit and at this price (6.90 euros)!
On the side of bath products, the new Nocibé range is composed of fourteen products (shower gels, body lotions, scrubs, scented candles, massaging oils, eau de toilette, or bath beads), available in six scents decidedly gourmands (Blackberry Blackcurrant, Amber Patchouli, Honey Vanilla, Litchi Redcurrant, Green Tea Citrus, and Jasmine Tiare). The line benefits from bottles designed exclusively for Nocibé to convey the brand values.
Among the suppliers mentioned by the retailer at the press conference, companies like HCT, Lumson, Bomal/Pibiplast, and PRP, for the packaging, Intercos, ICC, Hygena-Laboratoires Gilbert, and Alcia Laboratoires, for the formulations.
Nocibé also intends to animate its sales operations throughout the year with the launch of ephemeral, one-off product lines. For Mother’s Day, it will be the Jungle operation, with nine make-up palettes, bath products and even an eau de toilette Jungle Addict. In July, to celebrate the Olympic Games in London, the retailer will market its Union Jack line, and another one-off animation is planned during Christmas time. A total of three to four annual animations of this type are planned.
Finally, for Nocibé and for its competitors in the selective circuit who opted for the launch of private label ranges, the benefit is twofold: a higher profitability, and the diversification of the offer at the entry level in order to attract in stores a younger population, looking for quality products at affordable prices. By joining Sephora and Marionnaud on these grounds, Nocibé makes no secret of its ambitions and is clearly aiming to become the second-largest player on the French market. After having restructured its network and closed several unprofitable or inappropriate outlets, the brand should start opening new outlets again specifically targeting the Paris region and major provincial cities. According to the newspaper, Le Figaro, a new store concept could even be under development.
Nocibé which since 2005 belongs to the British fund Charterhouse, achieved in 2011, with 450 stores, 90 franchises, a turnover of 651 million euros.
