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La Beauté Française: the marketplace that is revolutionizing the relationship between brands and points of sale

2022-01-19T10:07:32.679Z

First marketplace aiming to bring together trendy and eco-responsible French brands, La Beauté Française promotes relationships between brands and retailers. Initiated and chaired by Marie-Laure Durier, the company aspires to transform distribution methods and promote...



An ambitious idea

After 25 years of working in the luxury sector, notably at Clarins and Guerlain, Marie-Laure Durier concretizes her idea in order to offer an intuitive platform for beauty professionals. La Beauté Française aims to make beauty brands committed to the health of people and the planet accessible to all professionals. As a result, it allows points of sale to directly access the brands and services available. Whether the professional is a beauty institute, a hairdresser or barber, an actor in the home, a hotel spa, a parapharmacy or an online beauty site, all actors who cultivate beauty in one way or another other are welcome on the platform.

La Beauté Française: the marketplace that is revolutionizing the relationship between brands and points of sale La Beauté Française

Beauty products have never been more in demand by consumers, and there have never been so many brands.

And for good reason, no less than two brands launch every day in France.

Enough to constitute an abundant, energetic and innovative market, but therefore particularly competitive.

Today, more than 60% of sales are made under promotions in the perfume and cosmetics sector, a phenomenon that continues to grow. Whatever the distribution network, slashing prices therefore seems to be the model installed to pull out of the game in terms of beauty. Except that not all actors can afford it. To get out of this price war, Marie-Laure Durier is convinced that the market must reinvent itself. This requires players' ability to differentiate themselves through indie brands, by opening up to new categories and by repositioning the point of sale. The La Beauté Française marketplace meets all these challenges by simplifying sourcing and facilitating the opening up to new categories close to beauty.

The advantages of the marketplace for distributors and beauty experts

Be a responsible beauty specialist

The expert positioning of the platform allows fluid, precise navigation that evolves in the world of beauty and well-being made in France. But ordering on the marketplace also means positioning yourself as a responsible distributor. With a rigorous selection of brands, thanks to the filters available on the site, La Beauté Française offers professionals a unique shopping experience and a simplified choice. The marketplace helps them find sources of growth via a wide range of products with organic, vegan cosmetics, natural, ethical, ecological products, even zero waste and bulk. The idea is to stand out by favoring short beauty circuits and by enhancing our French regions.

To date, the platform lists no less than 3,000 products from 150 brands.

The teams take great care and support all players who so wish in the selection of products according to the positioning desired by the retailer.

Accessible 24/7, buyers can buy several brands in the same order, saving real time for all resellers.

The extension of the corporate purchasing department

Contrary to popular belief, this platform does not compete with the purchasing departments of supply groups or centres, but is intended to be an extension of their service. And some actors have understood this. Simplifying the act of purchasing these young brands, which are often time-consuming referencing, allows buyers to free up time to refocus on their core business. They can thus test these brands or these new categories without risk. No minimum order is imposed, and therefore no risk of overstocking.

Today, to be a good intermediary for these buyers, it is necessary to guarantee them a certain level of margin with prices already negotiated.

La Beauté Française wants to be transparent right down to the level of margin allocated.

Thus, buyers have access to sheets or online tutorials in order to master the brand's discourse and promote its products.

Additional training may be followed by the buyer to strengthen his knowledge and that of his teams.

Without subscription or fixed costs, the La Beauté Française marketplace is open to all beauty professionals, whose registration is strictly controlled.

By registering on labeautefrancaise.com, it is thus possible to access hundreds of French brands to reinvent your point of sale and differentiate yourself.

Source: lefigaro

All business articles on 2022-01-19

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