Benefit invests in 'one stop' experience for EU consumers

By Michelle Yeomans

- Last updated on GMT

Benefit invests in 'one stop' experience for EU consumers

Related tags Lvmh

As more consumers opt for shopping online, cosmetic players like Estee Lauder and L’Oréal have recognised the importance of investing in the in-store experience, and Benefit is the latest to step up its game with a ‘one stop’ element..

The subsidiary of luxury group LVMH Moet Hennessy Louis Vuitton has extended its original colour cosmetics service by tapping into hair care and grooming areas by way of a new line of 'boutiques' that act as a one stop shop for consumers.

The brand has opened these outlets in Dublin, Madrid, and Paris, along with a flagship-store launch in London following its success on the US markets with a goal of appealing to and keeping up with today's consumer demands.

Brands are stepping up in-storestrategies

In the last five years in particular, cosmetic players have been rethinking their in-store experience, concepts and strategies to match what the online forum can offer in a sometimes cheaper or more efficient way.

A strategy like Benefit's can further attract its loyal followers as well as a younger and more diverse consumer.

In terms of the layout of these boutiques, the ground floor has been dedicated to the brand's shop, where the consumer can buy all their favourites, there is also a brow bar and a make up application section.

To the back is a hair salon and nails area whilst upstairs is a waiting room for waxing and tanning services.

Each shop has something special in addition to their signature brow services, airbrush tanning, and full-body waxing, even a Champagne bar. 

Related topics Market Trends Colour Cosmetics

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