NEWSLETTER

MARCH 2019

#NEWSLETTER
XO ESTÉE LAUDER RETAIL TEAM

NEWSLETTER

The XO retail team newsletter shares monthly news from major and promising
players who are revolutionizing the world of retail.
Following the main drivers below.
LET’S GET STARTED !

INTERACTIVE EVENT
RETAIL-TAINEMENT
PERSONALIZATION
EXPERENTIAL DESTINATION

AIRBNB x
GALERIES LAFAYETTE

SLEEPING EXPERIENCE – LOYALTY - PARTNERSHIP

THE“DUONMDEER” RETAIL-TAINEMENT

EXPERENTIAL DESTINATION

The French temple of fashion has partnered with
Airbnb to offer to six customers the opportunity
to spend the night under the legendary dome just
before the national sale starting day on January.

Launched on Friday, December 19th, this unprecedented promotional
operation is carried out with Airbnb. While the Parisian department stores
are literally stormed that day, Galeries Lafayette had the idea to invite six
lucky people to come and sleep in the store the night before the start of
sales . They opened an account on Airbnb to offer, like any host, a free
night. Internet users then have to be original in their application for
accommodation to win the contest.
Customers will be able to choose and buy their clothes just before the doors
open for the sales the next morning. Beds will be installed in front of the
dome as shown in the photo below.

Source : https://www.challenges.fr/high-tech/dormir-une-nuit-aux-galeries-lafayette-est-
desormais-possible-grace-a-airbnb_105556

LES ATELIERS
CHANEL

BEAUTY – CUSTOMIZATION – RETAIL EXPERIENCE

TRANSFORM RETAIL-TAINEMENT

BEAUTY ROUTINE PERSONALIZATION

The iconic french fashion house is trying
something new with Atelier Beauté.

CHANEL is finally launching a permanent shop dedicated to all things beauty
in NYC. The French fashion house officially opens the doors and it’s a beauty
lover’s dream come true.
Located in Soho, the shop is a brand new concept for Chanel. Stocked with
makeup, skincare and fragrance products, the studio-style space offers guests
a very personalized experience and highly « Instagrammable » pop up.

Source : https://www.forbes.com/sites/celiashatzman/2019/01/24/chanel-opens-a-beauty-
wonderland-with-its-first-atelier-beaute-in-new-york-city/#20247b8a260e

COJNOSUURMNEERY Upon entry, visitors can store their bags and items in a locker and then use their phones to

create an online profile, which allows them to keep track of and organize the products they test
out and like as well as book future beauty appointments at the boutique.
The store is divided into several different “zones,” each featuring products for a different stage
in the beauty-ritual process: Cleanse, Care, Skin Enhancers, Face Definers, Eye Definers, Lip
Color, Skin Service, Atelier Parfum, Private Vanities and Coco Lab.

Most of the zones are self-explanatory, but a few are more unique. In the Skin Service zone, for
example, the in-house Atelier Guide will select products for you based on your specific needs.
The “Complete Your Routine” consultation (cost: $12) is geared toward those who don’t wish to
stray too far from their current skincare regimen, while “Create Your Routine” ($18) is for
shoppers looking for something totally new. Both come with samples (three for “Complete,”

five for “Create”) and a skincare plan.

The entire storefront is dedicated to all things Chanel beauty. Eachzone is custom-designed. This mirror situation is just one of the highly Instagrammable spots in the shop.

MIL#LEWNENLIOAVLSE Visitors can get a consultation with one of the makeup Artists, while Coco Lab proves that
even a classic institution like Chanel is here for millennials. It’s all about @WeLoveCoco,
Chanel’s entirely beauty-focused Instagram account—think of it as a fancy photo booth for
crafting peak #content.
The shop’s makeup services include both application appointments ($75 to $100) and lessons
($75 to $95), where you can learn a specific cosmetics skill like creating the perfect cat eye or
spotless contour.
Play influencer and experiment with Chanel’s most popular beauty products in the Coco Lab.
With the fun accents and beauty accessories, the space was created to get the perfect selfie.

Here, you can pin the picture of your Chanel glam look after makeup session

CHANEL NO DOUBT, Chanel knows how to attract and create
experiences pending their targets and the launches.
HOW-TO EVENT We’re expecting to see some equally luxe new
surprises soon.
COCO LAB x BON MARCHÉ
Here are some other great examples to discover more about Chanel retail events...

For more : https://observer.com/2018/12/chanel-launches-le-rouge-pop-up-designer-interactive-new-york/

THE COCO CLUB – MEN & WOMEN COCO GAME CENTER

PHYGITALISATION
X BON MARCHÉ

DIGITAL – NEW ERA – RETAIL EXPERIENCE

MAISGCEHEIKC RETAIL-TAINEMENT
INTERACTIVE EVENT

Exhibition "Geek Mais Chic" at Bon Marché
Rive Gauche, launches Shopping 3.0. Until
April 22nd, the trendy department store invites
80 brands to play the game of shopping 3.0
with new technology.

We are in full omnichannel and experiential shopping. Some proposals of the

partner brands: the leather goods Delvaux has imagined a large leather swing

featuring a bag in XXL version; at Nars, a mirror connected to a tablet like
YOUCAM; Christian Dior and Laboté present skin scanners that allow to

formulate personalized care; Montblanc offers a virtual reality experience that
allows you to fly over New York by helicopter or to visit Venice by gondola. For

its part, Louis Vuitton presented virtual installations in twelve of its international

stores designed by the scenographer Es Devlin, under the artistic direction of
Nicolas Ghesquière....

Source : http://www.leluxeestvivant.com/leblog/2019/4/3/shopping-30

SHOPPI3N.G0 CONCLUSION : Surprise, always more ... For the Bon Marché
as for brands that test these new technologies, it is to offer
new experiences, interactive, fun and prove their modernity.
Luxury has always been a big fan of technological innovation.
What do you think about visiting this exhibition ?

LOUIS VUITTON DIGITAL WINDOWS

SEPHORA
SHOPPING BASKET

SMART – EFFICIENT – CUSTOMER JOURNEY

PURCHHASOEWINS-TOTROE

"I would like to be assisted!" vs. "I would like to
shop on my own": the kind of simple little ideas

that make the diSfMfeArReTn–cEeFFI!CIENT – CUSTOMER JOURNE

Sephora diplays instore this little plv of shopping basket dispenser. They had the
great idea to dinstinguish the baskets pending the needs of the customer. If he wants

to be helped and accompanied, he takes the red one. And if he wants to do his
shopping alone, he takes the black one.

This is a great example on how you can elevate what is existing in-store by
including consumer journey strategy and to show to the consumer that we care

about his conserns.

PERSONALIZATION

EXPERENTIAL DESTINATION

SEPHORA
X GOOGLE

DIGITAL – NEW ERA – RETAIL EXPERIENCE

MMIARGROICR INTERACTIVE EVENT

EXPERENTIAL DESTINATION

Sephora partners with google to launch content
on google home hub.

In a first-of-its-kind partnership Sephora has teamed up with Google to
broadcast the beauty retailer’s video content on the Google Home Hub in
store.
The Google Home Hub will be installed in 10 Sephora stores across the US and
will allow consumers to navigate the device in what is being described as a
‘dream vanity experience’ while also purchasing in store and online.

How can we leverage this new technology to engage and make beauty
more efficient and fun?

Source : https://globalcosmeticsnews.com/sephora-partners-with-google-to-launch-content-
on-google-home-hub/

LIP LAB
CUSTOMED COSMETICS

CONCEPT STORE – CREATIVE - PERSONALIZATION

CUNSTEOWMRIZEATTAIOINL INTERACTIVE EVENT
EXPERENTIAL DESTINATION

While the customisation is growing in the
beauty industry, we can see new born
concept stores focused on this trend.

The Lip Lab Iis an Australian new brand that use product and blending
machine together. In conjunction with professional lip colour consultants
customer will be able to choose, mix and apply your own shades.

Source http://www.theliplab.com.au/#process

PROCESS

1. CHOOSE :

Consumer make an appointement with a professional lip lab colour consultants.

2. MIX :

Once consumer have chosen your colours, flavours and finish they will make it for you on the
spot.
This process involves heating, mixing and then cooling in lipstick moulds.

3. APPLY :

In under 15 minutes the new custom blended lipstick will be ready to apply.
They also provide with a consultation card specifying the blend if consumer
wish to re-order.

Lipstick : $65 / Foundation: $75 / Concealer: $30 / Nail Polish: $20

THE DREAMERY
BY CASPER

SLEEPING EXPERIENCE

NAP EXPERIENTIAL DESTINATION
RETAIL-TAINEMENT
EXPERIENCE
Surfing on the new trend of the sleeping nap
break, the bedding brand CASPER opens a
concept store focused on the sleeping experience

What is the Dreamery ?
Capser wants that everyone to sleep and live better. So they created the
Dreamery. Placed in NYC, you can rest and recharge by making a nap in
a concept store.

Source : https://dreamerybycasper.com/

1 . Book a nap session 2 . Get some rest 3. Feel recharged

Choose a 45 minute time Wind down in the lounge, Embrace your post-nap pep. Freshen up and
slot whenever you could use a change into pj’s, and lie down in enjoy a coffee before taking on the rest of
boost. Walk-ins are welcome, too. your own Casper Nook - a your day (or night).

perfectly private, quiet pod with
an outrageously comfortable

bed.

OTHER
NEWS

GOOD-TO-KNOW

WECHAT
STORIES

NEW TREND

NEW EXPERIENTIAL DESTINATION
RETAIL-TAINEMENT
OPPORTUNITIES
The Chinese social platform is following in the
footsteps of Snapchat and Instagram, creating its own
ephemeral content format. An opportunity to take for
luxury brands.

Named Time Capsule, WeChat's new service allows its users (more than a
billion monthly assets in 70 countries) to access videos for 24 hours. This
transforms the experience of the Chinese social platform, to the use
essentially practical and functional so far (messaging, payment, e-
commerce ...). By allowing to share content, and to decorate it with
stickers and music, the application will be able to amplify the
commitment and the loyalty of the brands.
Internet users have access to the service by clicking on a blue circle that
appears next to a contact's profile picture. Videos last 10 seconds
maximum and publications are limited to nine per person per day.

WE The Chinese social platform is following in the
footsteps of Snapchat and Instagram, creating its
CHAT own ephemeral content format. An opportunity to

seize for luxury brands.

Some examples of using the "Brand Zone" function from WeChat: Cartier, Gucci, Michael Kors For luxury giants who can not use US platforms in China, this innovation will
enable them to better reach the rich consumers. Some, like Kering, have
already adopted the mini-programs, applications inside WeChat that enrich
the relationship with buyers. Dior Beauty (LVMH) was the first luxury brand to
organize a live online sale through the mini-program, but the service can also
extend to loyalty programs.

WeChat has other ways to monetize its audience, such as sponsoring search
results or the brand zone, a trademark area on its search page that provides
access to official brand accounts or their mini-brands. programs. Cartier
(Richemont) was one of the pioneers on this function, which redirects to its
own shops on WeChat.

WHAT U Most consumers in China are in direct contact with
brands only via WeChat, and Western marketers
must remember must fully tailor their digital strategy for the Chinese
market. Conversely, interacting with buyers through
a messaging platform is an experience that could
extend to the United States and Europe.

2019 will be the year of a better targeting, to address
the messages to the good consumers and to
transform the commitment into sales.

NEW IN Shelters able to perfume you? This is the new challenge
launched by Givenchy as part of an exclusive operation
GIVENCHY SHELTER conducted in partnership with JCDecaux.

Maison Givenchy is launching a new viral campaign on the occasion of the
release of its perfume L'Interdit.
This time, the experiment is carried out directly in the urban space ... to know
under the bus shelters! Two Parisian modules have been transformed into XXL
perfume testers. Set in the colors of the fragrance, the structures are adorned
with red and black, adding chairs and a wall like subway bricks. The area's
flagship area, one of the side panels unveils the visuals of the advertising and
exposes the bottles of the juice, integrated in a showcase format. At mid-
height, an alcove welcomes the hand or the wrist of the passerby while a
presence detector triggers the scented spray.

An amazing and unique experience, in keeping with the note of intent of the
fragrance, which focuses on the expression of singularity. And a really
attractive concept to catch passengers waiting before the arrival of their bus
line, and therefore particularly receptive to this kind of initiative during their
waiting time.

FashAiMonASZtOorNe The idea is to propose what makes Amazon Fashion online
- sharp selection, experience, agility - at a brick-and-mortar
point of sale. To do this, the American juggernaut relied on
three retail axes.

THE TURN-OVER OF THE COLLECTION :
Since its opening, the Amazon Fashion boutique offers series of feminine and
masculine pieces that it renews ... every day! Indeed, the selections are revisited
on a daily basis and are the subject of three successive themes. If you missed
your favorite theme, point-of-sale tablets offer the visualization of all the pieces
presented on the whole operation.

BANKING ON RETAILTAINMENT IN STORES:
Personalization of jeans by the brand Pepe Jeans, DJ Sets, acoustic concerts,
presence of influencers, beauty bags, Masterclass on the theme of yoga or
dietetics ... Throughout these five days, the pop-up hosted a series of happenings.
Note that customers are also entitled to a range of tailor-made services during
their purchases: accompaniment by Amazon Fashion Stylists, juice bar, beauty
shop

FACILITATING PAYMENT:
Each product can be purchased in a "traditional" shop. But the pop up Amazon
Fashion also offers to make payments via Smile Code, the QR Code scan
technology developed for the mobile application of the group. Parts ordered in
this way can then be delivered to the home or an Amazon Locker locker.

NEW IN MAC launches concept store inspired by Generation Z. The
most successful interactive retail operations of the moment
MAC Z-GENERATION for Chinese media, the Experience Center of the cosmetics
brand MAC recently opened in Shanghai.

A shopping journey in O2O MAC Cosmetics retail :
The brand wanted to do an immersive customer journey.
At the heart of the challenge: fluidity, an essential pre-requisite for a young Chinese
clientele described as being "O2O".

At the entrance of the store, ipad invite the visitor to register on the WeChat mini-program

developed especially for the occasion.
The concept store, spread over two floors, is divided into three distinct areas. The first,

dedicated to the complexion, revolves around a screen with a scan, able to match the skin
tone of the consumer with one of the nuances of foundations offered by MAC. The
second, dedicated to lipsticks, has a connected mirror to try 18 shades of lipsticks in 30

seconds top chrono. Finally, a special "eye shadow" area offers visitors the opportunity to
choose and customize a palette before printing it in 3D.

In order to amplify the experience in real life, several Masterclasses and events led by
professionals and Beauty influencers are also planned. Their reservation - as well as the

payment of the various products and services - is made via the Mini-Program MAC. This is
evident at a time when, according to Accenture, 70% of Generation Z consumers say they

prefer to shop via social networks, Weibo and WeChat in mind.

GLNOSEWSIEINR Glossier launches a new makeup brand:
Glossier Play

For more : https://www.vogue.fr/beaute/article/glossier-sagrandit-avec-son-nouveau-
label-play

Launched in 2014 by Emily Weiss, Glossier has made a name for itself in the
world of beauty thanks to strong digital communication and a unique visual
identity.
Glossier Play will be beautiful and well the color touch that was missing from
the group thanks to a unique make-up line. On the agenda of this makeup
brand: rich textures and intense colors for a glitter finish day and night.
A first throw composed of products named "Colorslide" a high-holding
eyeliner gel, "Vinylic Lip" a glossy lacquer easy to use, "Niteshine" a highlighter
liquid glowy effect and "Glitter Jelly" a gel eyeshadow for a finish " jewelry".
And because Glossier Play thinks of everything, the range is accompanied by
two accessories named "Blade" a hight teak pencil sharpener as well as "The
Detailler" a brush specially dedicated to "Glitter Jelly". A line that will soon
expand as we know the brand ... What rejoice beauty-addicts.

NEW IN BALMAIN house by Olivier Rousteing has launched an
application on the iPhone to share its first fashion show
BALMAIN DIGITAL ERA for 16 years. You can find the augmented reality
experience instore (flagship in Paris).

On the occasion of its fashion show, the first since 2002, Balmain launched a
mobile application to track the event live. But this is not the only feature
allowed by the app. It also includes augmented reality experience enabled by
scanning wild displays. Or the opportunity to visit the new flagship of the
house which opened in February rue Saint-Honoré in Paris.
Available through the App Store, the app will see its content updated
regularly. "For far too long, our famous workshops, boutiques and parades in
Paris are only open to a privileged few," Olivier Rousteing, artistic director,
said in a statement. We would like to change this by inviting as many
members of our Balmain Army as possible into our universe. »

What you must remember?
With his 5.1 million followers on Instagram, Olivier Rousteing brought a
modern and a sense of the show to the French house. The app is a new way
to federate the "Balmain Army ».

NEW IN Cartier's watchmaking and jewelery house, which is
setting the Japanese standard by introducing its Tokyo
Cartier Superette convenient store.

As part of the new "Just One Nail" campaign - the Maison's iconic collection -

Cartier has imagined an ephemeral space directly inspired by the convenient

stores - or konbinis - emblematic supermarkets of the city of Tokyo. The result:
an amazing customer experience echoing the theme "When the ordinary

becomes precious".
The ground floor revisits the shelves of a small grocery store in a sophisticated

atmosphere. Numbered pastries and drink corner champagnes are combined

with surprising laundry packs or new bowls of ramen. The first floor has been
thought of as a fitting room for the latest creations of the "Just a nail" collection.

The high chairs, lined up in front of a counter, are not without evoking, in their
turn, the eating places of some konbinis.

NEW IN Nearly two years after launching its clothing brand Find,

AMAZON BEAUTY the giant Amazon is entering the world of makeup with a

collection of make-up of the same name in the segment of

"high-end". These new beauty essentials are to be
discovered exclusively online at

www.amazon.fr/findbeauty.

This new make-up line is for everyone with a wide range of products, colors and

textures, in four categories: lips, eyes, face and nails. For example, beauty addicts

can take advantage of eyeshadows, eye or eyebrow pencils, eyeliners, or
mascaras to enhance the look, illuminators and bronzing powders to illuminate

the complexion, reds lip, lip gloss, or pencils to emphasize the mouth, and nail
polish and care.

A complete beauty in sum for every moment of the day or night.

With this collection, Amazon essentially offers "complementary duos or trios".
More specifically, customers will be able to obtain a lipstick and a gloss in similar

shades, or a mascara and an eyeliner, or three varnishes declined in the same
harmony of colors.

NEW IN The fashion designer, Victoria Beckham announced
the launch of her own cosmetic brand named
VICTORIA BECKAM Victoria Beckam Beauty.

»The star does not mention launch date or details but according to WWD, the
products will be available this fall. "I want to take full care of women by offering
them the essentials of makeup, skincare, perfumery and well-being that are
indispensable to me in life," says Beckham. The fashion designer chose
Instagram to officially announce her new project to her 24 million followers.
In her video teaser, Victoria Beckham exclaims that she is eager to offer her
products to her fans.

»

NEW IN ZARA is launching a beauty collection 2K19.
This is focused on lip looks
ZARA BEAUTY
They have lipsticks (matte, mettalic, creamy), Liquid lipsticks, jumbo
lipstick, gloss, and pencils.
You can buy them separatly and also buy looks with the « behind the
scene » lip kits.
The price are between 5 to 20 $ for the lip kits.

3DNAERWMAINNI Armani, a foot in the 3D

A challenge raised in recent days by the Italian luxury house Armani
for the new advertising campaign of its ready-to-wear line Emporio
Armani. The result ? An XXL billboard where a young woman literally
straddles the brand logo to climb flamboyant stairs.

VALENTINE’S
DAY

EVENTING – EXPERIENCE - LOYALTY

CHANGVIIBNEGS INTERACTIVE EVENT

ENTERTAINEMENT

Beyond the romantic clichés, the brands
are playing on diversity of love and
women empowerment!

Unlike other holidays, like Christmas, Valentine's Day has a smaller
spectrum of gifts: we offer mostly jewelry, even perfumes. Another problem:
according to the National Retail Federation, Americans celebrate Valentine's
Day less: 50% against 60% ten years ago. Among the reasons invoked: not
to have "half" to the height, a lack of interest compared to events deemed
too commercial. Luxury brands must therefore revisit this event by taking
into account the diversity of love, beyond the classic romantic themes

Few examples in « others »…

Cartier instgram posts for Valentine’s day 1 . Cartier is asking consumers to celebrate Valentine's Day in their

own way. The house has released a series of advertisements,
relayed including on Instagram, which tell the variety of love with
the slogan: "No reason is too small to indulge your every want".
Each spot shows women independent, even rebellious who dance,
take a bath ...

2 . Lightbox, De Beers' brand of laboratory-grown diamonds, is part of 3 . Roger Vivier, for his part, takes the opposite of traditional

"Galentine's Day", an alternative to Valentine's Day inspired by a TV series, romance and focuses on the woman's love for her shoes. A short
which has more and more followers among American women, who like to film starring French actress and singer Leslie Medina seduces by her
meet each other every year on the eve of the lovers' day to celebrate friendship. voice a hotel delivery man.
The jeweler invites consumers to offer a synthetic diamond to a friend.

4. Tamara Mellon also breaks the 5. Other brands, such as Versace and 6. Yves Saint Laurent Beauté is also in

codes by removing the idea that Lancôme, also invite consumers to give the break with an album published on
women have to wait for someone else themselves gifts. Spotify "Not Another Valentine's

to give them a gift for Valentine's Day. Playlist". The songs focus more on

In an emailing campaign, the brand freedom than on the lament of
exhorts: "Be your own Valentine!" unhappy love.

WHAT U No more campaigns around lovers. Brands revisit

must remember the clichés creatively, using and abusing social
networks, to seduce millennials. Women

especially who, are more than half to buy their
own jewelry! "The gift for oneself" is the new

goal of these commercial celebrations. By opting

for a different language, which breaks the
romance, brands can also enjoy events like

Valentine's Day to retain and get closer to their
customers.

YTHOUARNKATYTOEUNFTOIORN!

INES FAROUROU
XO RETAIL TEAM