Page 15 - Sphere No.21 (Mar 2008)

SPHERE 13
His Marionnaud brief was simple yet challenging: create a new con-
cept, the foundation for new stores that conveyed the message that Mari-
onnaud was a desirable place to shop, associated with feel-good emotions.
The makeover also had to send out the message that Marionnaud stores
were places where customers could spend time and which held appeal to
everyone: young and old, men and women, quick-purchase buyers and those
who like to spend time browsing. In addition, stores in different towns had to
be instantly recognisable, but with a discernible identity of their own.
“Marionnaud, the leading brand in the selective distribution market in France,
is above all a great network of stores, each with its own heritage and personality,”
says Laurence Paganini, Managing Director of Marionnaud France. “Confronted
with increasing demands from its clients, Marionnaud must provide distinctive and
qualitative services to its clients and render a certain homogeneity within its store
network to affirm its brand positioning and values.
“This major overhaul implies the commitment of all of our employees around Mar-
ionnaud’s common values. Those values have, since the origin of Marionnaud, built its
identity and accessibility, not only due to the network of stores throughout France, but
also to the very strong human values such as the relationship between the beauty advisor
and our clients. Our staff, of whom we are very proud, are recognised for their exper-
tise. And our commitment to our fundamental values must be perceptible and evident
throughout our stores and beauty institutes.”
Mr Kauffmann and his team proved up to the task, coming up with novel ideas that
merged artistic sensibility with practical application. The core new store theme was one of
space, stressing that a Marionnaud visit is a venue where each area can be discovered either
alone, with a friend or in the company of a beauty advisor. Brightly-lit tables throughout were
designed as “play tables”, where people can touch and feel the products in their own time. The
discovery-style tables have products arranged in the way a beauty magazine would lay out its
pages – with an emphasis on strikingly bright colours to attract attention.
As well as the more tangible aspects of the new look – great customer service and a beauty institute
staffed by professionals who know their trade inside out – Marionnaud’s vast experience in the area
of health and beauty was subtly stressed. The chain is the market leader in France with a total of 1,250
stores in 12 European countries, built up over two decades.
Not that anyone is likely to be unfamiliar with Marionnaud stores since the make-
over: the striking signage contains virtually all the colours of the rainbow, banishing
neutral palettes to the past. The core colour is plum, while lime green and coral
are important yet secondary colours softened by white, a mixture that creates a
fluid, dynamic atmosphere.
The use of striking colours was also a key component of the rollout of
Superdrug’s series of Next Generation stores. The chain, which has 900
stores in the United Kingdom and Ireland, took the decision to use
bold pink and shiny silver for its store exteriors, as well as many other
new and innovative interior touches.
“The change of the existing Superdrug fascia to a bespoke pink and
silver was key to the store’s stand out on the high street and from the
rest of the estate,” says Euan Sutherland, Chief Executive Officer of
Superdrug. “New illuminated till points were designed, supporting
waterfall displays for impulse purchases.”
Superdrug has worked closely with suppliers to create exclusive
units, in some cases new table top beauty tables, or by including tele-
vision screens and light effects within stands. The Next Generation
concept has been key in showing suppliers how the Superdrug brand is
changing – new cosmetics brands launched exclusively this year include
Famous by Sue Moxley, Elite Models, Taxi London and Outdoor Girl.
One of the key
themes was a
spacious and
comfortable
shopping
environment