PARIS (Reuters) - L'Oreal's
Luxury goods makers and beauty firms are increasingly shifting sales online, but many are also sprucing up stores and trying to turn them into day-trip worthy destinations to lure shoppers who are turning away from malls and other centres.
Lancome, one of the biggest brands of French cosmetics' group L'Oreal, already sells its creams and make-up though airport retailers, department stores and other networks, including 50 freestanding stores in China.
It is launching a 300 square metre flagship store on Paris' Champs Elysee avenue, a major tourist magnet. The concept, which includes video gimmicks on interactive walls, mirrors similar moves by other fashion or sporting brands, Lancome CEO Francoise Lehmann said.
A second flagship store is planned for Beijing in 2020. Lehmann declined to give financial details.
Groups like Louis Vuitton owner LVMH
Pricier luxury cosmetics have proved a sweet spot for beauty firms like L'Oreal and U.S. rival Estee Lauder
"Young Chinese women are drawn very early on to skincare products," Lehmann said, adding that even among 20 to 35 year-olds, rejuvenating treatments were particularly popular.
(Reporting by Sarah White; Editing by Kirsten Donovan)
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Updated Date: Dec 05, 2019 00:08:03 IST