RETAILERS: THE WAY WE ARE
As we entered the 21st century, the retail universe was in the process of a dramatic change. At the same time, the cosmetic industry was following its retail colleagues in the concentration of ownership and names.
In cosmetics, the major names are the Ls, Cs, EA and P&G. When translated, these companies are Lauder, L’Oréal, LVMH, Chanel, Clarins, Coty, Elizabeth Arden and Procter & Gamble in the vendor universe. The retail scene for cosmetics, fragrances and skincare has dramatic additions like Ulta and Sephora, with hundreds of doors.
Also coming onto the 21st century cosmetic retail scene are niche retailers with names like Bath Junkie, Blue Mercury, Carol’s Daughter, Chopin Chemists, Cosbar Inc., Empire Beauty Supply, Gables Beauty Supply and Sabon, amongst others. All have multiple stores and carry niche brands.
This major incursion of niche retailers and brands is no more unusual than it was a century ago. From that world is how the universe of fashion cosmetics grew. The hundreds of niche retailers and brands merged into the modern meccas of today.
Sephora and Ulta give us the major scene for retailing beauty. Ulta envelops the hair and salon markets with a full range of cosmetics and fragrances. The Sephora stores are an exposure for brands, and come without the burden of counter personnel and other retail advertising costs.
Cosmetics have new “facings” and their appearance in many places gives value to the brand owners’ advertising and promotion of products.