GENEVA — To rev up its sales engine, P&G Prestige Products is at the ready with a plan to revolutionize the in-store experience.
After studying the fragrance industry for two years — a research project headed by Carolyn Tasted, vice president of global prestige products, market development organization, P&G Prestige Products will unleash its ideas on its retail partners in Western Europe and the U.S.
Though Tasted wouldn't go into details on the new methods P&G Prestige Products would employ, she said the solutions were meant to add verve to the consumer's shopping experience. It is also hoped the plan will blow some innovation into cluttered beauty retail spaces.
"What we are trying to deliver is going from the current environment, to when the consumer walks in the store [and says to herself,] 'This environment is tailor-made for me. I know where to go and it feels special.' I think the fragrance category has lost some of its specialness," said Tasted.
When pressed to describe where P&G Prestige Products' new strategies fit in the process of buying a fragrance, Tasted offered two tactics.
The first, alignment of particular brands together in-store: "The consumer thinks about certain groups of brands similarly. How do you think about grouping those brands in ways that the consumer more understands and connects with them versus randomly?" said Tasted.
Another approach was to give the consumer — who de-selects what he or she doesn't want upon entering the store — navigational cues to streamline the de-selecting process. "How do you use the brands and the imagery in the store to take away so you know where to go to?" added Tasted.
Among others, these policies, claimed Tasted, would be adapted and tailored differently to P&G Prestige Products retail partners. "It has to reflect the retailers equity, it will never look like a P&G solution."
In Italy the P&G Prestige Products revitalization plan seems to have already kicked off. Department store chain Coin, which is in the process of giving its 40 stores a facelift, told WWD it worked with P&G Prestige Products in a new way to launch Gucci by Gucci.Paolo Valerio, category manager of beauty and wellness for Coin, said a test run for the launch accompaniment strategy took place in the Rome and Brescia stores in late November. Valerio explained a "Gucci fragrance expert" with a microphone gave a 15-minute speech about the fragrance to customers in the department store's perfumery space, explaining the scent's olfactory pyramid and allowing prospective buyers to sniff its notes.
"It went so well, customers stopped what they were doing and went over to the presentation podium and listened intently. We sold about 2.5 times what we would normally sell on a fragrance's launch day," said Valerio. "We certainly will be doing this next year," he added.
Coin's simple sales technique underlines other nuggets of information Tasted gleaned in the course of the research, which she reckoned to be the biggest global fragrance study. According to P&G Prestige Products, 70 percent of the purchase decision is made in the store, 59 percent of shoppers leave the store without buying and 100,000 samples are given out in each door annually.
"If the store environment is difficult, it's challenging for the consumer to shop in. If you eliminate the barriers, then your launches, your brands and your initiatives have more room to grow. They can breathe," said Tasted.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)