Friday, May 04, 2007
Critical Mass - Health is In!
WWD 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.
"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.
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