Distribution sélective : Kiko et Sephora tirent leur épingle du jeu
The specialists of the distribution of beauty products in France are adopting various strategies to attract consumers traditionally tied to notions of advice and customized services. Stores such as Kiko, who appeared on the French market in 2010, use bright colors of the music and especially the self-service to drive sales. Other chains, including Sephora, taking advantage of their online sales to drill a community in which users can evaluate the products and read consumer reviews. The selective distribution circuit cosmetics will remain very competitive and only the players who can adapt their offer to a targeted audience will survive.