Around the middle of this month of December, Lidl and L'Oréal announced that they had arrived to an agreement to "create an innovative concept of shop of beauty". The first proofs already are making, specifically, in Osny, in France with the intention to implement it in all his commercial network.
With this new strategy, Lidl wants to reinforce his offer of products of hygiene and beauty, present in his linear from his starts, but that the customers sue more marks and a linear wider, after a study effected the past year.
So much L'Oréal like Lidl, has bet by the creation of a space inside the point of sale of Lidl focused in the beauty that join more than 60 new references to the usual assortment of the chain. Between these new references find products for the hair, make-ups, formulas of finishing, exclusive articles for man, ranges of dental care and all the necessary for the hygiene, the make-up and the facial treatment.
How it is BeautyBox?
'One hundred' the main mark of beauty of Lidl descends to 90%, and in some shops until 70%. The remaining percentage is occupied by marks of manufacturer, especially, L'Oréal.
Inside this new zone in the point of sale, find products in detail in ecological cosmetic and parapharmacies.
As it aims InfoRetail, the initiative is giving results: it has increased the turnover of the department more than 10% from the operation of BeautyBox.