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Beauty Pop-ups Change Complexion in Paris

PARIS — From Qiriness to Prescription Lab and État Pur, a crop of small European direct-to-consumer beauty brands are launching experiential pop-up shops here as the channel proliferates and broadens in scope, and provides a valuable testbed for online players eyeing freestanding stores.
“We are growing quite fast in the French and export markets, [so] we need a flagship for the brand image,” explained Mi-Ryung Beilvert, founder and president of Qiriness, an at-home spa line kicked off in 2004 in the digital realm. She said the idea with the brand’s first pop-up, running from Oct. 5 to Feb. 24, is also to try out the market for a stand-alone shop, while acting as a communication tool in social and traditional media, as well as a brand ambassador.
Challenges abound for indie beauty brands trying to expand their reach here. “There aren’t very many distribution opportunities in France,” said Nancy Flavin, vice president, international sales at Strivectin. “There are only really well-established chains and department stores. They all take a very similar assortment, and they’re well-established brands.”
Once more, entering such retailers can be expensive for indies, so some are turning to pop-ups instead.
“One of the reasons they remain advantageous is even if you

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Via:: https://wwd.com/beauty-industry-news/beauty-features/beauty-pop-ups-change-complexion-in-paris-1202900106/