Word: brandings
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Power What counts at Sephora is the descente: the six shelves, top to bottom, that allow one brand to dominate a vertical display area. To figure out which brands rule in France, forget marketing studies. Just check the Sephora wall, where Chanel and Dior grab a whole descente, plus half of a neighboring one, totaling nine shelves in the women's scents department. Lancôme and Yves Saint Laurent tie for second place, with eight shelves. The ones at eye level are the most productive, and that's where you'll find a new fragrance launch or a company...
ABCs Fragrances account for 60% of sales at European Sephoras (makeup is tops at the U.S. stores). Founder Dominique Mandonnaud decided to alphabetize products by brand name, because he wanted to make them "more equal." The best exposure goes to fragrances that fall in the middle of the alphabet, which is why Yves Saint Laurent fought to be placed under S instead of Y. The paradox: "No brand stood out anymore in-store, so only those which spent the most on advertising could thrive," says Aron, noting that Sephora has reversed the policy and now accents niche brands...
Private Label Sephora's brand is its most profitable. It includes bath, makeup and skin-care products. The private label emphasizes choice and mass-market prices. On Aron's visit, the brand's display boasted 83 shades of lipstick, compared with 39 at the Gemey-Maybelline stand...
...Store Animations Beauty companies long for the days when they ran the show: before Sephora rang up 20% of a prestigious brand's French sales and before Boots accounted for 30% of high-end beauty-product sales in Britain. So they vie for coveted weeks?before Christmas, Mother's Day and Father's Day?during which to host in-store events and conduct live product demonstrations. Staking out a corner of the store for a week allows individual companies at least some control...
...FASHION MODEL CAN QUIT WAITRESSING WHEN THE MAGAZINE COVERS AND RUNWAY GIGS ROLL IN, BUT MODELING CAN NEVER BE A FULL-FLEDGED CAREER until the beauty companies call. Polish-born Daria Werbowy recently hit the big time. Her contract with the French cosmetics brand Lancôme, announced last year, is said to be $3 million...