I was browing The Fragrance Shop website earlier today when this little beauty popped up – all on its own. I’m putting two and two together and maybe making six but this looks a) own brand and b) the start of a whole beauty line up for The Fragrance Shop. Not least because it’s under an ‘eye addict’ category which leaves plenty of room for every other ‘addict’ category.
If you also take a look at another strong beauty trend – the stand alone store – it wouldn’t really be a surprise at all if The Fragrance Shop was looking at that with Indulge In Beauty. Brands are pushing the consumer experience left, right and centre as part of the ‘slow’ retail trend that Estee Lauder is so fond of right now (please let us out of the shop… ) so the pathway is open for that kind of thing. But, you have to also look at gaps in the market – stand alones are single brand… where are the Sephora-like stores in the UK.. someone needs to act and embed before Sephora actually arrives. Oh, speaking of, I heard that Sephora is scheduled for 2018, but who knows?
Believe it or not, The Fragrance Shop is the UK’s biggest independent fragrance retailer – they’ve been on record as having ‘aggressive expansion plans’ and they really do have their eye on what consumers really want; before Christmas they offered a one hour, same day delivery service. Imagine that! They have all the right criteria to make a move into colour and beyond.
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So, taking all the forward beauty trends into account, I think we can expect something exciting from The Fragrance Shop. Or, I’ll look like a very poor Mystic Meg. But, you have to take a gamble on a hunch, right?
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