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Monoprix relaunches its Monop’beauty brand

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While we thought the sign about to disappear, as suggested by the management a few months ago, Monop’beauty revives with a new store format presented since June 13 at the Abbesses in Paris. A renovated shop that is the last survivor of a network built from 2005 and has counted up to fifteen addresses in France.

At 28, rue des Abbesses, the black window and the logo remain in place, but it is the assortment that evolves especially, as well as the arrangement of products in the shop. In addition to institutional brands such as L’Oréal and Bourgeois, the point of sale incorporates more upscale names and opens up more widely to eco-responsible and organic labels (Korres, Revolution, La Rosée …).

“The goal is to reconcile an offer both public and differentiating, selected for the clientele of a district (local and tourists), says Sandrine Williamson, director of the beauty offer at Monoprix (Casino Group). We now go to affordable luxury to pick exclusive brands and stand out. Today, the most important thing is to form partnerships with them. ” For example, Prescription Lab, born in the form of a premium beauty box in 2016, is showing for the first time at Monop’beauty its own brand within a physical distribution network.

In 2018, the downtown Monoprix brand had redesigned its beauty department and deployed it in around thirty Monoprix stores to this day. It is on its design codes (black metallic furniture, white tiles) as well as on the design of the Champs-Elysées store (touches of greenery, light wood) that the new Monop’beauty format is based. The latter is intended to be deployed, according to his manager, but no other address has been announced for the time being.

Source: fashionnetwork.com

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