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n n n n n n Retail Store concepts Shopping ideas A host of new beauty store concepts have come onto the scene in recent months. BW Confdential highlights the most innovative among them Sephora looks to new concept for Brazil LVMH-owned perfumery chain Sephora opened what it calls a new concept store for the Brazil market in May. Located in São Paulo’s Shopping Cidade Jardim mall, home to many international luxury brand boutiques, the store is Sephora’s 11th in the country and offers a range of new features. 2 Covering 450m (4,844ft ), the store is decorated with what the retailer calls “high- 2 tech” contemporary furniture, created at its San Francisco headquarters in the US. It also has a new lighting system, which features different types of light for each product category, so that shoppers can better navigate the boutique and fnd products. The store offers a range of services, including the Beauty Express and Premium Services. With Beauty Express, consumers can take advantage of a free 15-minute make-up session, with no appointment necessary. The Premium Services, which last 45 minutes, are more personalized; consumers can get a full makeover for R$150 (US$66) or a facial treatment for R$200 (US$88). These can be paid for with product purchases. The store carries Sephora exclusive brands like Alterna, Beneft, Dr. Brandt, Make Up For Ever and Nars, and also features concepts from the chain’s international boutiques, s Sephora’s new concept in Brazil puts the such as Hot Now, a selection of the latest bestsellers, the Nail Studio, Beauty-To-Go, a focus on better store navigation and services section featuring products priced under R$99 (US$43.78) and Sephora Favorites. Beauty Avenue builds megastore Luxury goods and retail group Dickson Concepts plans to expand its Beauty Avenue standalone prestige beauty store in Hong Kong. The frst store opened in Hong Kong in November 2013 and spans more than 20,000ft (1,858m ) across two foors. It is 2 2 described as a beauty megastore with a brand focus. “The concept provides brands with large-scale counters, which is the key differentiator from other stores like Sephora. This is very much about brand image and the service brands provide,” notes Beauty Avenue ceo Sarah O’Donnell. There are 54 branded counters at the store. The ground foor houses premium brands such as Dior, Guerlain and Shiseido, while more accessible brands are on the second foor. The retailer is looking to offer a wide range of product categories. “Local consumer tastes are changing—they are looking beyond the top sellers and becoming more interested in make-up, rather than just skincare,” says O’Donnell. The store also features pay-for and complimentary services. Beauty Avenue is located in Mong Kok, an area that O’Donnell says was “previously tier-two”. “Retail growth in Hong Kong is shifting from very grade-A locations like Causeway Bay and Pacifc Place to areas such as Mong Kok. Locals are looking to shop closer to home, while PRC customers, who make up nearly all of the tourist spend, are branching out and are now shopping in different areas,” O’Donnell explains. She adds that skyrocketing real-estate costs in Hong Kong is encouraging smaller format stores, as opposed to multi-category department stores. A second Beauty Avenue store will open in Hong Kong and Macau is also on the radar. In mainland China, O’Donnell says a store will open in at least one tier-one city in s Beauty Avenue calls its store in Hong Kong a 2015, but tier-two and tier-three cities are the priority, as growth is stronger there and beauty megastore with a branded focus operating costs are lower. 46 September-October 2014 - N°19 - BW Confidential