This is the big surprise of the year 2022
, recognizes Édouard Bazil, general manager France of Lancôme.
Given the record online sales figures during the pandemic, we did not expect such a return of consumers to stores.
Especially since their average basket corresponds to twice that made on the merchant site, with more captive customers since, already, they have moved.
The Lancôme flagship on the Champs-Élysées is a veritable theatre: spectacular window displays changed every quarter (the last one signed by artist Richard Orlinski), beauty-tech events, luxurious treatment cabins… and a curious robot picking fragrant roses, taken in a selfie by “gen Z”.
On their own scale, the small labels born of digital are also investing in physical points of sale.
This is the case of Yodi, whose concept is to make products without water in order to avoid preservatives and endocrine disruptors.
Born in 2020 on the net thanks to crowdfunding, the…
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