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Cosmetics department. Look Boutiques have been rolled out along with

in New York City showcase the chain's efforts to improve its Beauty and

guarantee policy.        (click images to enlarge) Sephora, Paris, France                          Sephora Dubai (click images to enlarge) Sephora, Paris, France (click images to enlarge) HEB Monterrey, MexicoBelow, a beauty adviser gives a woman a makeover in a Duane Reade, and in the right-hand photo, we can see a beauty counter with stools for make-up application and consultations.        (click images to enlarge) Duane Reade New York, NY, USA        (click images to enlarge) Duane Reade New York, NY, USAThe consultation area, back lit shelves, informative guides, multimedia displays and beauty services, such as make-up application, all add value to the customer experience. Product sampling and complimentary services (make-up consultation) in addition to paid services (eyebrow threading) gives sales associates more opportunities to up-sell products, and increase conversion, while at the same time attracting more customers overall to that section of the store.These photos of Duane Reade's new Look Boutique - launched in 2009 -

Sephora is also known for its shopper friendly sampling and life-time

messaging have set Sephora apart since it was launched in the US in 1997, and Europe in the 1960's.

in-store multimedia informational displays (recent) and subtle lifestyle

photo with male shopper), low shelves, beauty application services,

        (click images to enlarge) Boots Pharmacies in the UKHere, we can see lifestyle messaging showcasing the idea of cosmetics and beauty care products as playful, escapist, and professional, intended to spur impulse decisions.        (click images to enlarge) Shoppers Drug Mart in CanadaThis is a separate beauty department in a Shoppers Drug Mart that intentionally cultivates a department-store look and feel. High end products are artfully displayed with ambient lighting. Beauty counters and assistants encourage sampling and testing of products prior to purchase. Shoppers Drug Mart has had these high-end cosmetics departments since a change in its ownership in 2000.        (click images to enlarge) Shoppers Drug Mart in CanadaAt Sephora, below, the selection for men (left-hand

reinvention of Beauty and Cosmetic category, and to see how our photo tours capture this phenomenon in Beauty and Cosmetics. Regards,

aisles continues? Or is this category rotation from department stores to more accessible and affordable drugstores and supercenters likely to be permanent and irreversible? Read on to explore these themes and more about the

assortment for men.Department Stores are fighting back, and implementing similar tactics to retain and win the trip through an improved in-store customer experience.Will Department Stores be able to maintain their position in upscale Beauty and Cosmetics as the reinvention of drugstore and supercenter Beauty and Cosmetic

sections within their Beauty and Cosmetic aisles, and expanding the

are expanding their targeted customer base by creating homeopathic or

drugstore beauty aisles. The influence of technology on the retail customer experience.How retailers

and very distinct store-within-stores offer a differentiated experience vs.

increasingly prevalent in drugstores, supercenters, and other mainstream stores of late. But, how recent is this phenomenon? And how will it impact the market? In this newsletter, we will explore the following which we believe to be indicative of the prevalence of customer centric design initiatives in the Beauty and Cosmetics aisles:Boots, Sephora and Shoppers Drug Mart are examples of customer-centric beauty and cosmetics retailers that predate current initiatives by at least 10 years.Drugstores are now offering services to their customers, driving trips and "upscaling" the in-store experience.How shorter aisles, lifestyle messaging,

Hello:A major trend in Beauty and Cosmetics - the redesign to a customer centric experience - has become

RETAILNET GROUP STORE TOUR                                                April 2010Reinventing the Beauty and Cosmetics Retail Experience

            

Store Tour: Reinvention of Beauty and Cosmetics