By  on January 13, 2006

NEW YORK — Prime real estate doesn’t simply refer to properties owned by Donald Trump and André Balazs. In beauty, a key location within a store’s cosmetics floor can mean immediate consumer solicitation. But to get a prime spot, a brand has to first prove itself.

Enter Natura Bissé, the 26-year-old Spanish skin care brand that recently moved to Bergdorf Goodman’s most coveted space located in its basement beauty floor: the heavily trafficked area adjacent to the escalator. A smooth-talking Natura Bissé salesperson now has the opportunity to lure descendants off the escalator to its counter before women get the chance to peruse the dozens of other beauty brands sold throughout the floor, most notably Erno Lazlo, who formerly occupied the area. Erno Lazlo now can be found in Natura Bissé’s old space, a smaller, yet still beautiful counter by the floor’s elevators.

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