As if their empire wasn’t big enough Sephora has decided to go the way of the sports drink… which begs the question: Do I really need to buy sports drinks from my beauty shop? It also makes me wonder about the speed of their exapnsion… new “health” products, a beauty bar at JC Penny’s and home shopping? I thought celebs were the only ones who needed to tone down the exposure these days. Perhaps they ought to take a lesson from Gap’s expedited expansion and slow down…
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For the full scoop go to WWD
— Joanne Molina for Second City Style
Beauty’s on the Inside: Sephora to Test Vitamins, Health Drinks
PARIS — Sephora wants to make people beautiful — from inside out — perhaps signaling a new era in beauty retailing. The perfumery chain, owned by LVMH Moët Hennessy Louis Vuitton, will unveil in France in September a new, in-store beauty concept emphasizing nutritional supplements and drinks.
If it works as well as the company hopes, the concept will be rolled out to Sephora doors in other countries.
“Today, we think nutritional complements are indispensable to beauty,” Natacha Dzikowski, global brand image director of Sephora, told WWD. Until now, such products were predominantly available in France through pharmacies, supermarkets, hypermarkets and online.
Dzikowski explained Sephora has signed a consulting nutritionist to help it concoct veritable beauty regimens, including detox and diet programs. There will also be information given on which nutritional supplements and drinks, plus skin creams, round out the various “menus.”
“Women today need this kind of information,” she continued. “We will give them a full health regimen.”
Of course, such regimens will vary from country to country, said Dzikowski.
She explained the idea for introducing a nutritional element into Sephora stemmed from market research showing the majority of women today are less concerned about the onset of wrinkles (the target of most facial skin care products) than about how best to achieve general well-being.
Sephora’s first so-called “healthy and beauty” bars will stock about 10 brands of nutritional supplements and drinks. So far, the lineup includes Fushi, Dr. Perricone and Dr. Murad, plus the perfumery’s own brand — including its 24H Slimming Program.
The bar, measuring about 22 square feet, will be added to 27 of Sephora’s more than 200 doors in France in September, the same month that advertising for the concept will break countrywide. Then, depending on how it functions, “healthy and beauty” could be rolled out further next year.
The perfumery chain will introduce what it calls the Sephora University of Skin Care, a Paris school that will train beauty advisers, as well.
Such additions are part of Sephora’s attempt to lasso a wider swath of the skin care market, since now the retailer is better known here for its makeup and fragrance savoir-faire. However, the new concepts are not indicative of an about-face in strategy.
