Cosmetics predators bring 60 brands to hang in Sephora

Starting from September of this year, there will be more choices for buying middle-grade cosmetics in Hangzhou. Yesterday, the Hangzhou Department Store announced that SEPHORA, the world's leading cosmetics retailer under the Louis Vuitton Group (LVMH), will enter the top 100 in September 2006, bringing dozens of mid- to high-end cosmetics brands in a package.

Has many well-known brands

"At that time, Sephora will be opened in the Hangzhou Department Store in the form of a 'shop-in-shop' shop, which is located at a convenient location on the corner of the mall and has an entrance gate designed specifically for it," said the person in charge of the Hangzhou department store. At present, the daily store of the Hangzhou Department Store is about 600 square meters. After Sephora enters, 300 square meters of open-shelf cosmetics stores will be opened. At the same time, most of the original cosmetic brands at the daily mall will be retired. The selection of cooperation with Sephora is mainly due to its alignment with the positioning of the Hangzhou Department Store.

Sephora was founded in Limoges, France in 1969 and has 520 chain stores in 14 countries around the world. It is a global cosmetics retailer that has achieved success in Europe, the Americas and Asia, and is known as the “beauty sweet shop”. Hangzhou is the third city in China to enter the Chinese market after Beijing and Shanghai. It opened its first store in Hangzhou and is also its eighth cosmetics retail store in China.

On Sephora’s official website in China, 66 high-end cosmetic brands such as Anna Sui, Biotherm, CK, Clarins, Lancome, and SKII were sold, involving skin care, make-up, and cosmetics. Perfume and other categories. According to the person in charge of the Hangzhou Department Store, Sephora has promised to put all 66 brands into the top 100. Because of the open-shelf display approach, Sephora can produce more samples in the same area compared to the previous store layout.

Do not emphasize prices

This type of open-shelf cosmetics shop that consumers in Hangzhou are familiar with is Hong Kong SASA (Sa Sa), which has a large number of “fans” with medium-to-high-end cosmetics offering preferential retail prices. The relevant person in charge of the Hangzhou Department Store stated that, compared with SASA, Sephora paid more attention to products and services and did not emphasize prices. Sephora also owns a series of cosmetics named after its own brand. Best-selling products and new products will be the preferred products, with emphasis on providing consumers with fashion and beauty information. Through open shelves, customers are free to choose and try out, as well as special new product trials, free skin tests, make-up and manicure services. After spending, the customer can earn points in the scorecard to obtain value-added services. Beauty consultants are also one of the special services of Sephora. Professional beauty consultants are familiar with the characteristics of each product and can provide targeted advice based on customer needs to help them find suitable brands and products.

Intensified cosmetics competition

There is a default judgment standard in the department store industry. "The cosmetics counter is the face of a shopping mall." The more advanced the cosmetics brands owned by the shopping mall, the more the number, the higher the grade of the mall, and the more strength it has. Because of the huge consumption potential of the Hangzhou market, most of the internationally renowned cosmetics brands have entered the Hangzhou mall in recent years.

Since the beginning of this year, Biotherm has been introduced in the solution of 100 new products. The plant brand L'Occitane has been newly introduced into the Hangzhou Tower, and Intime Department Store has newly introduced the FANCL (No Addition) brand, all of which are brand products focusing on skin care and body care products. “Brands and shopping malls face each other's choices, so both sides have to undergo a lot of investigations and arguments before introducing a cosmetic brand,” said one shopping mall official. For the Hangzhou Department Store, it is cost-effective to introduce dozens of well-known cosmetics brands in a packaged form.