BW Confidential - Issue #10 - May/June 2012 - (Page 67)

Strategy spotlight Food for thought We take a look at some innovative strategies that could inspire today’s cosmetics brands and retailers by Oonagh Phillips Quick, easy and accessible It’s no secret that the price and the time needed for a spa treatment can put off consumers. According to industry spa association ISPA, 80% of people don’t go to spas because of price and a lack of time, which is why France-based company Exquise launched a new skincare concept for salons and spas in 2011. The brand is based on the idea of a 10-minute treatment for €10. Its formulas were developed to be able to be used quickly: they have light textures that absorb easily, treatments are simple and for the face and hands, the results are said to be visible almost immediately and there are only 10 items in the line. “Everything is simple and can be understood immediately and consumers are willing to give it a go as it costs just €10. Salons and spas don’t need a lot of space or a treatment room to do this, and it is an effective recruitment tool as it encourages consumers to come back and try other treatments,” says Exquise md Stéphane Pigout. The brand is used in 350-400 hair salons and institutes in France, in 2,000 day spas in the US and is sold in Portugal, Belgium and Germany. Fragrance: seeing is believing The idea of fragrance has always been elusive. But making scent visible could open up a lot more opportunity in terms of branding and recruiting new consumers to the category and it is no longer just the stuff of make-believe. A visible scent was launched softly by UK-based fashion line Boudicca in 2008 and is now rolling out to more stores. Called Wode by Boudicca, the scent comes in as silver spray paint can, which when sprayed on textiles or the skin releases a vibrant blue mist (similar to paint), whose color begins to fade within a few seconds and leaves the scent of the fragrance. Re-thinking refills Providing small portable, refillable perfume bottles are attracting more attention from brands. One of the best known is UK-based company Travalo, which launched in 2009. The tube-shaped bottle allows refilling from a large perfume bottle and can contain 5ml of product or 65 sprays. It comes in different colors and can be branded. Another rechargeable refill bottle is the Sen7 (pictured), which claims to be the ‘highend’ of perfume refill bottles and is positioned as a fragrance accessory. The bottle is a small rounded metallic objet and comes in a range of colors. Rather than a visible pump, the atomizer is hidden in the metallic pump and the spray is diffused from the side of the bottle. The fragrance atomizers can be sold as a stand-alone product, used as gifts-withpurchase or employed by store staff to test and sample scents with consumers. As these bottles mean consumers can carry (and use) their fragrance with them everywhere (including on a plane), the manufacturers point out that these items can boost fragrance consumption. May-June 2012 - N°10 - BW Confidential 67

Table of Contents for the Digital Edition of BW Confidential - Issue #10 - May/June 2012

Cover
Comment
Contents
Update
- Brand & retail news recap
- Companies on the move
Take note Market facts, figures & trends
Best of BW Highlights from our e-publication
Launches The latest in fragrance, skincare & make-up
Interview Clinique global brand president Lynne Greene
Insight: Skincare
- Category overview
- Retail technology
- Retail viewpoint
- The latest trends
Wellness
- Spas & healthcare
- Spa case studies
Retail
- Inspiration from Apple
- Store concepts
Market watch: China
- Country overview
- Industry viewpoint
- Prestige retailing
- Taobao & the internet
Digital focus Social media strategies
Strategy spotlight Case studies to inspire
Travel retail: Asia Pacific
- Regional overview
- India
- Interview: Delhi Duty Free Services coo Arun Barathi
Radar Six up-and-coming beauty brands
Packaging
- Make-up packs
- Innovation showcase
Last word Metis Insights director Stéphanie Morou

BW Confidential - Issue #10 - May/June 2012