The new Lancôme counter at Bloomingdale’s.

NEW YORK — Lancôme is trying a little counter intelligence. <BR><BR>The company unveiled its new counter design concept at Bloomingdale’s 59th Street flagship here Tuesday afternoon, showing off what is to be “the look of our...

NEW YORK — Lancôme is trying a little counter intelligence.

The company unveiled its new counter design concept at Bloomingdale’s 59th Street flagship here Tuesday afternoon, showing off what is to be “the look of our next generation of counters,” said Edgar Huber, president of the Luxury Products Division at parent L’Oréal USA.

Based on the designs of Jean-Marie Massaud and Daniel Pouzet, the duo behind the brand’s three freestanding Asian stores and its upcoming one at the Short Hills Mall in Short Hills, N.J., the counter design is “a mix of modern luxury,” said Huber

The brand’s signature rose is incorporated into the counter, as are the glass-tile floors and smoked, curved glass that appear in the brand’s freestanding boutiques.

The installation also adds to the brand’s real estate on Bloomingdale’s first floor — which has increased by 33 percent, from 750 square feet to 1,000 square feet.

The added space is “more feminine and more exciting,” said Odile Roujol, deputy general manager and senior vice president of marketing for Lancôme. It’s also a bit more high tech, she added, pointing to video screens touting new products, which are built into the pillars that define the brand’s space.

Renée Viola, vice president of store design for Lancôme, added that the rejiggered space includes seven makeup stations, two brow stations, a skin care diagnosis area and an open-sell — or as she dubbed it, “grab-and-go” — area.

“The open-sell area contains best-selling products, like our mascaras and Juicy Tubes, that don’t require a long conversation,” said Viola.

The offerings that require more explanation, such as the brand’s new Resurface Peel kit, will continue to be sold through consultations with the counter staff.

“We’re thrilled to have this state-of-the-art installation,” said Howard Kreitzman, vice president and divisional merchandise manager for beauty at Bloomingdale’s. “It’s beautiful and very customer-friendly, inviting and accessible. We’re pleased to have such a dramatic presentation for Lancôme here.”

The first 100 shoppers at the counter after the ribbon-cutting Tuesday were given free samples of the brand’s best-selling Juicy Tubes lip gloss, and all shoppers spending more than $25 received a gift with purchase exclusive to Bloomingdale’s that included Lancôme’s Juicy Tubes, Maquiriche CremePowder EyeColour, Définicils High Definition Mascara, Attraction Eau de Parfum, Sensation Totale and Brow Kit in a Lancôme signature cosmetics case. 

This story first appeared in the October 14, 2004 issue of WWD. Subscribe Today.

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The counter design will be rolled out to Lancôme’s key department and specialty store doors over the next three to five years, said Huber. The next to open — on Sunday — is Federated sibling Macy’s Herald Square. Updated counters at Bloomingdale’s and Macy’s doors at Short Hills will open next week, added Viola. Next up will likely be the brand’s California counters.

Lancôme is currently available in some 2,000 department and specialty store doors in the U.S.
— Julie Naughton

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