At the conference and meetings morning about the transformation process of selective distribution organized by the FEBEA (French Federation of Beauty Companies) on October 18, 2016, Sandrine Cayeux and Anaïs Dupuy, Study Managers at Kantar, presented the results of their study on consumers and cosmetics distribution. After dealing with the situation of perfume stores and department stores, they focused on pharmacy and online distribution channels.
Second part of the article Cosmetics distribution: perceptions and consumer expectations (1/2)
If department stores and perfume stores are going downhill today in terms of hygiene and beauty product distribution, both the pharmacy and brands’ websites/e-commerce channels seem to be booming.
The pharmacy channel: a good compromise
The pharmacy and parapharmacy distribution channel is still thriving, as it keeps attracting more and more buyers and drives the development of the market:
• It generates more traffic: out of 100 units sold acquired by the channel, 60 are totally new for the market
• It knows how to seduce customers: 64% of hygiene and beauty product buyers in pharmacies only use this channel
Traffic drivers
Kantar asked their 206 panelists who buy products in pharmacies and parapharmacies why they use this channel.
And it is obvious that this network meets their expectations in terms of offering, as they mentioned three main points:
1. There are quality products
2. There are skincare products adapted to skin problems, in particular fragile skins
3. The products available have a satisfactory quality/price ratio
Strengths (and little weaknesses) of the channel
Similarly to what we have seen for perfume stores and department stores, Kantar categorized points …
