Reinventing Beauty Retail in France

PARIS – A plethora of organic and vegan products. Facial masks from around the globe. Miniatures. Sex toys. Such items lining some beauty retailers’ shelves, plus the newfangled ways they’re being sold, are shaking up the industry here today — thanks to Le Drugstore Parisien, Monoprix’s restaged beauty department and Sephora’s Gare Saint-Lazare location. “The biggest shift is that we are moving from selling a product to creating real customer experience,” said Leïla Rochet Podvin, founder and chief executive officer of Paris-based trends and consulting agency Cosmetics Inspiration & Creation. “And this translates into disruptive concepts like the Drugstore Parisien. In our digital age, where savvy consumers can buy a product and get it overnight, brick-and-mortar stores need to revise their models to survive.” Numbers reflect the stark reality. Store-based retailing of beauty and personal products still generates the largest share of beauty sales in France, but those are growing far slower than online revenues. Brick-and-mortar shops selling such goods made sales of 11.87 billion euros, down 1.3 percent in 2017 versus 2016, while the channel’s revenues declined 1.8 percent in the prior-year period, according to market research provider Euromonitor International. By comparison, e-commerce sales of beauty and personal care products rose 12.9 percent

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