Most Recent Articles In Retailing
Latest Retailing Articles
- Aesop Opens First Italian Store in Milan
- Elizabeth Arden Set to Open Temporary Paris Boutique
- Sephora Finds a Partner in India
More Articles By
EVIDENS DE BEAUTÉ
This story first appeared in the June 15, 2012 issue of WWD. Subscribe Today.
Tucked away on a street in the 16th arrondissement is Evidens de Beauté’s first freestanding store, which opened earlier this year. The six-year-old beauty brand, whose antiaging skin care products are formulated for sensitive skin, is available in 450 points of sale, including spas, in 14 countries.
“We wanted to have a place where we can show our products and receive clients,” says founder and chief executive Charles-Edouard Barthes. “I had this idea of a little boudoir here in Paris.”
Indeed, walking into the approximately 167-square- foot boutique is like entering a private home with comfy leather chairs and a fireplace. The store’s blue color scheme echoes Evidens’ packaging, and its walls’ organic motif has an eastern flair. Products are presented primarily in glassed-in cases. “I wanted to show the product like jewelry,” says Barthes. Evidens’ entire line of 30-plus products—including skin care, candles and fragrance—is available, ranging in price from $72.20 to $525.25 at current exchange. The natural skin care brand Precellence is also on offer. Next up: a second freestanding store, with a treatment room, in Madrid, as well as additions to the line itself.
25 rue Boissière, 75116 Paris. Tel.: +33-1-4704-0073
“The idea was to gather together independent fragrance [brands],” says Renata Faizutdinova of the concept behind Sens Unique, the boutique she cofounded. Altogether, there are about 30 brands and approximately 350 stockkeeping units in the 278-square-foot store that opened last June, including Parfumerie Générale, Phaedon, By Kilian, Laboratorio Olfattivo, Maison Francis Kurkdjian, Honoré des Prés and Susan Tabak. There’s also a smattering of skin care, such as Bakel. Some products are displayed in large frames— one Baroque and the other more modern in style, as well as on a central table and other varied merchandising units. A chandelier hangs overhead, and one wall reveals rough-hewn stone. Unique, indeed.
13 Rue du Roi de Sicile, 75003. Tel.: +33-1-7150-3009
“We wish to open this brand to the general public,” says Laurent Scalbert, executive director of SLA Création, whose makeup artist line SLA (short for Serge Louis Alvarez) has catered to professionals for 20 years. “Our concept store is a place in which consumers can come to discover makeup, test it, use it, amuse themselves with the colors.” The 667-square-foot SLA Paris store opened on the Right Bank last October and sells three lines of makeup—professional, organic and natural. Prices range from $6.55 for an applicator to $52.25 for foundation. Classes are available, too. Though this is SLA’s first store, it’s far from the last: A Paris flagship opened in April, and Scalbert hopes to franchise the retail concept globally. SLA makeup is distributed in about 20 countries, including Australia, Kuwait, Spain, Portugal and Poland.
28 Rue Pierre Lescot, 75001 Paris. Tel.: +33-1-5340-8424
Just a hop away from the Place Vendôme is Jovoy, described by founder François Hénin as an “embassy for hard-to-find perfumes in Paris.” The 1,944-square-foot location opened in late February stocked with nearly 60 brands including Clive Christian, Andy Tauer, Heeley Parfums, Parfums d’Orsay, Parfums de Marly, Parfums MDCI, Poiray and Jovoy’s signature line. Designed with interior architect Géraldine Prieur, the store has red walls and wooden floors. If Jovoy is an embassy, then its innovative fragrance trunks, created by the luxury maker T.T. Trunks, are its “consulates,” says Hénin. Starting in June, trunks containing Jovoy’s bestsellers from 16 brands will be placed in upscale hotel rooms (think minibars for fragrance). He foresees the trunks, which can be purchased for upwards of 25,000 euros empty (about $32,000 at current exchange), possibly being placed in hotel gift shops and perfumeries, as well. “We have in the trunk vials of all the references of the brands, so that they can show the full range,” says Hénin. “We have invented a new way of introducing more widely our [fragrance] universes.”
4 Rue de Castiglione, 75001. Tel.: +33-1-4020-0619