French cosmetics brand Lancome inaugurated its new Parisian flagship at 52 avenue des Champs Elyses by the Galeries Lafayette department store. It is a world-class showcase of approximately 300 mq for the fragrance, make-up and skincare lines by the leading brand of the L’Oréal group’s luxury division – which includes names like Yves Saint Laurent, Kiehl’s and Giorgio Armani – also featuring a spa area on the first floor. Lancôme’s retail strategy is even more relevant in China. According to French newspaper Le Figaro, while Lancôme currently generates 16% of its sales online, it now operates some 50 medium-sized stores in China, in addition to several department store concessions, and it will open a second Beijing flagship in July. In Europe, Lancôme’s brick-and-mortar retail strategy seems instead focused primarily on temporary stores. Lancôme opened a pop-up store dedicated to “La vie est belle” perfume, since its launch in 2012 one of five top-selling women’s fragrances in France.
