Skincare experts: [MANAGING THE RETAIL EXPERIENCE]

[A "DOUCE PARENTHESE"]

When the hygiene & beauty market was still in its golden age in the 2000's, the retail industry didn't want to hear about manufacturer's merchansing operations. After all, why would Carrefour or Auchan have invested more on a market where double-digit growth rates were the rule?

But since the mid 2000's, the market has been weakened by significant rising prices, by complex innovations and a growing lack of clarity of the aisles. Only one or two categories of the hygiene & beauty market are still enjoying a sustainable growth. In a category where 52% of buying acts are decided within the store, something had to be done.

Consequently in mid 2009, NIVEA begun to implement a new merchandising concept called "Douce Parenthèse". According to Jean-François Pascal former marketing director of NIVEA:`

"Some negative perceptions of the department has appeared thanks to shopper studies such as the assortment complexity. However this department has a real potential as it's one of the only retailer departments where shopper involvment is high"

The image below shows the original concept and answers according to Véronique Noël (Shopper & Customer Marketing Director) to the main need of skincare shoppers in the retail industry:

"The main expectation of shoppers is a place where the buying process means pleasure, a place separated from the other departments without being closed, a place that embodies a special athmosphere"

This new merchandising concept is to increase the whole hygiene & beauty business by putting lower volume categories in its centre such as face care (anti-age, moisturisers) compared to shampoos or bathcare. This objective has been reached (+6% of hygiene & beauty sales; +14% for skincare) by creating a clear "well-being" athmosphere where the shopper forgets about its errands and thinks about himself.

Below you can find some pictures of the Douce Parenthèse concept at Leclerc Osny (95)