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.
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)
@denimdaysfestival, which initially launched in Amsterdam in 2014 and has since expanded to New York, is heading to Nashville for the very first time. The two-day festival, which will take place in November, will feature brand activations, hands-on workshops by artisans and denim mills, a vintage market, live entertainment, and local food and drinks. Get all the details on WWD.com. #wwdnews #wwdfashion
Later this month, the popular “Diana: Her Fashion Story” exhibit will be reopening. @historicroyalpalaces, the charity that manages @kensingtonroyal, has been working towards adding new, never-before-seen garments to the exhibit, including this dress created by Gianni Versace for a fund-raising dinner at the Museum of Natural History in Chicago. The exhibit will reopen on April 26 at Kensington Palace @wwdfashion
“Our family has always been engaged and interested in the world around us. [My brothers and I] were always encouraged to have our own opinion at a young age, which is not always something a child is asked — especially to have an opinion with reasoning behind it,” said @yarashahidi on becoming an activist. We caught up with the 18 year old last week, where she talked about her road to acting, how “Black-ish” led her to start conversations about identity and more. Head to WWD.com to read what she had to say #wwdeye (📷: @chelsealaurenla)