PARIS — The Avenue des Champs-Élysées’ northeastern stretch is morphing swiftly into a beauty wonderland.
Over the past 12 months, the retail landscape near the Rond-Point des Champs-Élysées has shifted dramatically, with numerous beauty sellers either revamping or opening doors there for the first time. Chanel, Galeries Lafayette, Dior and Monoprix among them.
French cult brand Biologique Recherche began operating its institute in the area 23 years ago, at 32 Avenue des Champs-Élysées, but then it was only years later that behemoths such as Marionnaud, Sephora and MAC Cosmetics began staking claims on locations higher up the tony shopping street, closer to the Arc de Triomphe.
“Though the price per square meter remains extremely high and even higher on the sunny/east side of the Champs-Élysées, the demand is there,” said Jody Israelsky, retail real estate consultant and principal at Think New Retail. “The east side of the Champs has a greater inventory of small shops, which has given these beauty brands incredible exposure and the ability to engage the diverse clientele [there].”
Chanel is the most recent denizen of the avenue near to the Rond-Point de Champs-Élysées. In July, the brand opened its revamped, 1,100-square-foot beauty boutique at number 52. This has three sections: the Chanel Boutique Studio, for color cosmetics; a fragrance area, and what’s called the black beauty room that carries exclusive products.
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In March, Galeries Lafayette debuted its flagship right next door, at number 60, with a large swathe of its sweeping ground floor dedicated to beauty. That is organized into a trio of departments, including wellness and self-care; perfume, with a range of prestige and niche labels, and makeup and beauty care. The department store’s highly curated brand assortment includes Augustinus Bader, Editions de Parfums Frédéric Malle and By Terry.
The Maison Christian Dior was up and running last November, situated at number 52. Fitted out with the decor of a luxurious Parisian apartment, the 665-square-foot space sells the full range of products created by the brand’s perfumer-creator François Demachy.
That same month, the Monoprix flagship, on the same block, reopened after a major renovation. Its ground-floor beauty selling space is light-filled and vast, with a wide selection of brands, many of which fall in the natural category.
This stretch of the Champs-Élysées is set to house Lancôme’s new flagship, at number 72, by year-end, as well. That beauty brand had formerly operated an institute on Rue du Faubourg Saint-Honoré, which was shuttered years ago.
“Lancôme, a quintessential French brand traditionally found on the beauty floor of a department store, will seize the opportunity to bring their research-and-innovation platform directly to the consumer,” Israelsky said.
“Though originally luxury found its way to the west/odd-numbered side of the Champs-Élysées, made easier by the larger building footprints, this was strategic for its proximity to the luxury hotels on [the likes of] Avenue Montaigne, George V,” she continued. “With the addition of the Galeries Lafayette department store, the luxury SO Sofitel opening at 150 Avenue des Champs-Élysées, beauty boutiques on the east side will find themselves with very desirable neighbors.”