BW Confidential - Issue #12 - November/December 2012 - 79

Melvita unveils new store concept
French natural brand Melvita has introduced a new store concept intended to convey its organic positioning in more premium and modern surroundings. The concept was unveiled at the brand’s new store, which opened in June, in Paris’ busy second arrondissement. The 75m2 (807ft2) store centers on three main areas, which aim to showcase the brand’s three emblematic product ranges: plant-based oils, floral waters and honey. There is a plant oil organ, essentially four large glass dispensers, which consumers can use for refills or to fill small pots for sampling. The floral water wall presents rows of the products’ blue bottles, which were inspired by old-style herbalist containers. There is also a Honey Wall, where pots of different colored honeys are on show and accompanied by a refill organ for the product. Other touches intended to communicate the brand’s natural heritage are the Plant Wall, a tree like structure running through the store and shelves or product niches in a honeycomb shape. The store also claims to be eco-designed. In terms of sampling and advice, there is a consultation bar in the center and a closed off area at the back for more private testing and advice. Melvita’s standalone strategy has taken off since the brand was acquired by L’Occitane in 2008. In the past two years Melvita has opened 50 boutiques, mainly in Asia and also in Russia. The standalone-store model will be a key distribution format for international expansion—another 60 stores are slated to open between now and April next year. While in France, distribution will be mainly through natural stores, with its branded boutiques serving more for visibility and enhancing brand image.

s Melvita’s new store concept aims to convey the brand’s positioning in a premium setting

O Boticário puts the focus on color
After betting on the direct-selling segment with the Eudora brand, Brazil-based O Boticário Group is back to the franchise market with a new brand and store in the make-up arena called Quem disse, Berenice. The company has already opened three boutiques for the brand and will launch four more in São Paulo between now and the end of 2012. The stores range in size from 30-50m2 (322-538ft2 ). The line offers 500 skus (there are 100 lipstick colors, 70 shades of eye shadow and 18 foundation colors) and the idea is to let the consumer experiment more freely with make-up in the stores. The boutiques are decorated with light wood and colorful visuals indicating each product category, and feature a range of testers to encourage experimentation. Products are presented on large displays and in small niches around the store. The brand, which retails from R$20 to R$30 (US$10-15), also began selling on its website quemdisseberenice.com.br from September.
November-December 2012 - N°12 - BW Confidential

s O Boticário unveiled a new make-up brand and store in August
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http://quemdisseberenice.com.br

BW Confidential - Issue #12 - November/December 2012

Table of Contents for the Digital Edition of BW Confidential - Issue #12 - November/December 2012

Cover
Comment
Contents
Update
- Brand & retail news recap
- Companies on the move
Take note Market facts, figures & trends
Best of BW Highlights from our e-publication
Launches The latest in fragrance, skincare & make-up
Interview L'Oréal Luxe president Nicolas Hieronimus
Insight: Fragrance
- Category overview
- Regional breakdown
- Retail strategies
- Sampling
- Launch roundup
Wellness
- Clarins' spa strategy
- Spa case studies
Retail
- Chinese shoppers abroad
- Direct sales
- Store concepts
Digital
- QR codes
- Selling beauty online
- Marketing strategies
Market watch: South East Asia
- Regional overview
- Thailand
- Indonesia
- Vietnam
Travel retail
- Industry analysis
- Retailer viewpoint
- New niches
- Retailer factfile
Emerging markets Company profile: Dabur
Radar Up-and-coming beauty brands
Packaging
- Sustainable packaging in the BRICs
- Packs for Chinese consumers
- Luxe Pack preview
Last word Uber founder Sarah Cross
BW Confidential - Issue #12 - November/December 2012 - Cover
BW Confidential - Issue #12 - November/December 2012 - 2
BW Confidential - Issue #12 - November/December 2012 - 3
BW Confidential - Issue #12 - November/December 2012 - 4
BW Confidential - Issue #12 - November/December 2012 - 5
BW Confidential - Issue #12 - November/December 2012 - 6
BW Confidential - Issue #12 - November/December 2012 - Comment
BW Confidential - Issue #12 - November/December 2012 - 8
BW Confidential - Issue #12 - November/December 2012 - Contents
BW Confidential - Issue #12 - November/December 2012 - 10
BW Confidential - Issue #12 - November/December 2012 - 11
BW Confidential - Issue #12 - November/December 2012 - - Brand & retail news recap
BW Confidential - Issue #12 - November/December 2012 - 13
BW Confidential - Issue #12 - November/December 2012 - 14
BW Confidential - Issue #12 - November/December 2012 - 15
BW Confidential - Issue #12 - November/December 2012 - 16
BW Confidential - Issue #12 - November/December 2012 - 17
BW Confidential - Issue #12 - November/December 2012 - - Companies on the move
BW Confidential - Issue #12 - November/December 2012 - 19
BW Confidential - Issue #12 - November/December 2012 - 20
BW Confidential - Issue #12 - November/December 2012 - 21
BW Confidential - Issue #12 - November/December 2012 - 22
BW Confidential - Issue #12 - November/December 2012 - 23
BW Confidential - Issue #12 - November/December 2012 - 24
BW Confidential - Issue #12 - November/December 2012 - 25
BW Confidential - Issue #12 - November/December 2012 - Take note Market facts, figures & trends
BW Confidential - Issue #12 - November/December 2012 - 27
BW Confidential - Issue #12 - November/December 2012 - Best of BW Highlights from our e-publication
BW Confidential - Issue #12 - November/December 2012 - 29
BW Confidential - Issue #12 - November/December 2012 - 30
BW Confidential - Issue #12 - November/December 2012 - 31
BW Confidential - Issue #12 - November/December 2012 - Launches The latest in fragrance, skincare & make-up
BW Confidential - Issue #12 - November/December 2012 - 33
BW Confidential - Issue #12 - November/December 2012 - 34
BW Confidential - Issue #12 - November/December 2012 - 35
BW Confidential - Issue #12 - November/December 2012 - Interview L'Oréal Luxe president Nicolas Hieronimus
BW Confidential - Issue #12 - November/December 2012 - 37
BW Confidential - Issue #12 - November/December 2012 - 38
BW Confidential - Issue #12 - November/December 2012 - 39
BW Confidential - Issue #12 - November/December 2012 - - Category overview
BW Confidential - Issue #12 - November/December 2012 - 41
BW Confidential - Issue #12 - November/December 2012 - 42
BW Confidential - Issue #12 - November/December 2012 - EC1
BW Confidential - Issue #12 - November/December 2012 - EC2
BW Confidential - Issue #12 - November/December 2012 - 43
BW Confidential - Issue #12 - November/December 2012 - 44
BW Confidential - Issue #12 - November/December 2012 - - Regional breakdown
BW Confidential - Issue #12 - November/December 2012 - 46
BW Confidential - Issue #12 - November/December 2012 - 47
BW Confidential - Issue #12 - November/December 2012 - - Retail strategies
BW Confidential - Issue #12 - November/December 2012 - 49
BW Confidential - Issue #12 - November/December 2012 - 50
BW Confidential - Issue #12 - November/December 2012 - 51
BW Confidential - Issue #12 - November/December 2012 - 52
BW Confidential - Issue #12 - November/December 2012 - - Sampling
BW Confidential - Issue #12 - November/December 2012 - 54
BW Confidential - Issue #12 - November/December 2012 - 55
BW Confidential - Issue #12 - November/December 2012 - - Launch roundup
BW Confidential - Issue #12 - November/December 2012 - 57
BW Confidential - Issue #12 - November/December 2012 - 58
BW Confidential - Issue #12 - November/December 2012 - 59
BW Confidential - Issue #12 - November/December 2012 - 60
BW Confidential - Issue #12 - November/December 2012 - 61
BW Confidential - Issue #12 - November/December 2012 - 62
BW Confidential - Issue #12 - November/December 2012 - 63
BW Confidential - Issue #12 - November/December 2012 - - Clarins' spa strategy
BW Confidential - Issue #12 - November/December 2012 - 65
BW Confidential - Issue #12 - November/December 2012 - - Spa case studies
BW Confidential - Issue #12 - November/December 2012 - 67
BW Confidential - Issue #12 - November/December 2012 - 68
BW Confidential - Issue #12 - November/December 2012 - 69
BW Confidential - Issue #12 - November/December 2012 - - Chinese shoppers abroad
BW Confidential - Issue #12 - November/December 2012 - 71
BW Confidential - Issue #12 - November/December 2012 - - Direct sales
BW Confidential - Issue #12 - November/December 2012 - 73
BW Confidential - Issue #12 - November/December 2012 - 74
BW Confidential - Issue #12 - November/December 2012 - 75
BW Confidential - Issue #12 - November/December 2012 - 76
BW Confidential - Issue #12 - November/December 2012 - 77
BW Confidential - Issue #12 - November/December 2012 - - Store concepts
BW Confidential - Issue #12 - November/December 2012 - 79
BW Confidential - Issue #12 - November/December 2012 - 80
BW Confidential - Issue #12 - November/December 2012 - - QR codes
BW Confidential - Issue #12 - November/December 2012 - 82
BW Confidential - Issue #12 - November/December 2012 - 83
BW Confidential - Issue #12 - November/December 2012 - 84
BW Confidential - Issue #12 - November/December 2012 - - Selling beauty online
BW Confidential - Issue #12 - November/December 2012 - 86
BW Confidential - Issue #12 - November/December 2012 - 87
BW Confidential - Issue #12 - November/December 2012 - - Marketing strategies
BW Confidential - Issue #12 - November/December 2012 - 89
BW Confidential - Issue #12 - November/December 2012 - 90
BW Confidential - Issue #12 - November/December 2012 - - Regional overview
BW Confidential - Issue #12 - November/December 2012 - - Thailand
BW Confidential - Issue #12 - November/December 2012 - 93
BW Confidential - Issue #12 - November/December 2012 - - Indonesia
BW Confidential - Issue #12 - November/December 2012 - 95
BW Confidential - Issue #12 - November/December 2012 - - Vietnam
BW Confidential - Issue #12 - November/December 2012 - 97
BW Confidential - Issue #12 - November/December 2012 - - Industry analysis
BW Confidential - Issue #12 - November/December 2012 - 99
BW Confidential - Issue #12 - November/December 2012 - 100
BW Confidential - Issue #12 - November/December 2012 - 101
BW Confidential - Issue #12 - November/December 2012 - - Retailer viewpoint
BW Confidential - Issue #12 - November/December 2012 - 103
BW Confidential - Issue #12 - November/December 2012 - - New niches
BW Confidential - Issue #12 - November/December 2012 - 105
BW Confidential - Issue #12 - November/December 2012 - - Retailer factfile
BW Confidential - Issue #12 - November/December 2012 - 107
BW Confidential - Issue #12 - November/December 2012 - 108
BW Confidential - Issue #12 - November/December 2012 - 109
BW Confidential - Issue #12 - November/December 2012 - Emerging markets Company profile: Dabur
BW Confidential - Issue #12 - November/December 2012 - 111
BW Confidential - Issue #12 - November/December 2012 - Radar Up-and-coming beauty brands
BW Confidential - Issue #12 - November/December 2012 - 113
BW Confidential - Issue #12 - November/December 2012 - 114
BW Confidential - Issue #12 - November/December 2012 - 115
BW Confidential - Issue #12 - November/December 2012 - 116
BW Confidential - Issue #12 - November/December 2012 - - Sustainable packaging in the BRICs
BW Confidential - Issue #12 - November/December 2012 - 118
BW Confidential - Issue #12 - November/December 2012 - 119
BW Confidential - Issue #12 - November/December 2012 - 120
BW Confidential - Issue #12 - November/December 2012 - - Packs for Chinese consumers
BW Confidential - Issue #12 - November/December 2012 - 122
BW Confidential - Issue #12 - November/December 2012 - 123
BW Confidential - Issue #12 - November/December 2012 - - Luxe Pack preview
BW Confidential - Issue #12 - November/December 2012 - 125
BW Confidential - Issue #12 - November/December 2012 - Last word Uber founder Sarah Cross
BW Confidential - Issue #12 - November/December 2012 - 127
BW Confidential - Issue #12 - November/December 2012 - 128
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