Il De Bote exclusively represents the Sephora brand in Russia. What is left of the founder of Ile de Beaute

On the surface, a cosmetic store is such a beautiful and tasty smelling place. But if you look closely and especially sniff, you will catch a pungent smoke. This is the smoke of competition.

The Russian cosmetics market is one of the largest in the world. We are in fourth place after Germany, France and Great Britain. This, in general, is not surprising: a third of the population of our country are women from 20 to 60 years old, and, according to the Russian Perfumery and Cosmetic Association, they spend on average 30% of their salary on cosmetics and personal hygiene products.

That is about a third of the salary of a third of the population! A tidbit, isn't it?

Part of this amount falls on small shops near the house, where, in addition to cosmetics, household chemicals are sold. The largest such network - Magnit-Cosmetics - is fighting more abruptly than in Game of Thrones. The rest is split between L'Etoile, Ile de Beautet, Rive Gauche and Golden Apple. If someone had guessed to make a series about how these companies are fighting for a buyer, it would be a fantastic thriller with elements of a police detective, romantic comedy and noir.

Seasonal sales are a weapon as primitive but as effective as a club. Everyone knows that in "Ile de Beaute" there are regular discounts of up to 60%, and in "L'Etoile" - up to 70%, and these days hell is going on there, a typhoon is passing through the shelves, and after a couple of days the shelves are gone. neither the right shades, nor the right tools.

Some deliberately do not go to stores during the discount season - the skin is more expensive - and prefer to catch discounts in online stores. At least they won't be trampled there.

However, offline shopping still rules. Alyona Gromnitskaya, PR-manager of L'Etoile, notes that the main cash register is made by ground-based stores. In the “virtual” ones, people buy mainly those funds that are not available everywhere.

What methods of struggle, besides sales, do networks use?

New and exclusive brands

Offering something that others don't have is an old way that acts like a freshly sharpened knife. Beauty maniacs (and not only) have already learned, as "our father": Benefit and - only in Ile de Beautet, Smashbox and - exclusively in Rive Gauche.

The Zolotoe Yabloko chain is clearly armed with a samurai katana: half of the assortment cannot be found anywhere else. Here you can touch the Koreans Holika Holika and, Russian creators (,), and in general a lot of interesting things (, Sleek,).

New brands are playing the role of hand grenades.

Bamts! - "L'Etoile" brought decorative cosmetics

Even if you don't buy anything, you won't forget and, most likely, come back: such a conversation can easily replace a session with a good psychologist. Well, it's nice to look at the guys.

In the "Golden Apple" you can try on the nose, and.

Maximum exclusivity - own cosmetics brand

Its own brand is such a miniature pistol, which beautiful girls hide in the neckline in action movies. When looking to make a foray into a store, the shopper is usually aiming at buying some kind of Chanel or Dior. But he forgets that you can get a bullet into the budget in the form of another lip balm, nail polish or matting wipes sold at the checkout.

The first to use this trick was in the overseas Sephora, which recently bought a controlling stake in Ile de Beautet (which is causing some confusion). Sephora has long had its own budget line of cosmetics, brushes (budget and not too much) and nice little things like sponges and hair bands.

Who can boast that he could take his feet without buying any of this? We are not.

Rive Gauche has been producing brushes and accessories under the Rive Gauche Professional brand for a long time, and a couple of years ago they began to develop their own line of decorative cosmetics.

Collection of brushes Maestro, no.

L'Etoile is perhaps the most serious of all - why exchange for a miniature Colt when you can take a full-fledged Kalash?

Own brand L'Etoile Selection was launched in 2011 with large-scale advertising support with the participation of Patricia Kaas and Maria Shukshina. Since then, the brand has released more than 10 thousand funds, and the blogosphere is happy to discuss each seasonal collection.

Over the past couple of years, several more brands belonging to the chain have been added to L'Etoile Selection. For example, budget hair products and fragrances.

A separate clip of darts - a line of jewelry and accessories: glasses, hair bands, pendants and handbags. Collections appear with a dizzying frequency - bright, unusual, catchy.

Store design

Let's face it, the shops right now look like the treasure trove from the Indiana Jones movie the most. And a trap.

L'Etoile launched two design options: if you prefer to get lost in the city or in the labyrinth. The latter, by the way, was developed by John Galliano. The essence: high quality service and innovation. AND new design: laconic, black and white, with an abundance of light. Self-service terminals and multimedia screens, sometimes covering the columns from floor to ceiling, are responsible for innovation.

In the spring, the renovated Rive Gauche Passage, the largest in the chain, opened in St. Petersburg. The interior is fundamentally different from other stores, it was developed by designer Artem Nikiforov, who actually deals with apartments and restaurants.

They promise that beauty parlors, an image and nail studio will soon start working. Meetings, seminars and parties are planned in selected zones. Do you feel yourself being drawn into the palace labyrinths?

Another idea is to collect all the organic cosmetics brands in one corner. This is what Rive Gauche did by organizing organic zones selling Nonicare, Dr. Konopka’s, Planeta Organica, Styx, Avalon Organics.

In “Ile de Beaute”, to attract attention in front of the cashier, they came up with Beauty To Go stands, built in the manner of a labyrinth corridor. They use funds of different brands in travel format and other trifles necessary for travel: napkins, hair bands.

Client days

But if just walking along the palace corridors is already too boring for you, you can wait for the dinner party. That is, a client's day. Yes, poison is poured into the glasses at these feasts, but you will be satisfied: a bonus with purchases includes miniatures of funds, games, contests, charades - and hand massages, and skin diagnostics, and express make-up.

"Ile de Beaute" expanded the format of the CD and called it "Rendezvous with the stamp", during which, in addition to a 25% discount, you can get consultations from cosmetologists, trichologists and make-up artists and make procedures in beauty booths. And for the purchase they give a gift card for 555 rubles.

"L'Etoile" gives royal balls on the occasion of its 20th anniversary: ​​almost every week in one of the stores they organize MakeupShows with famous makeup artists, master classes of beauty experts, creative contests and concerts of pop stars.

Make-up shows are regularly organized at Rive Gauche, seasoning the event with a 35% discount on decorative products of all brands.

And obviously something grandiose will be at the opening of the second store in Moscow "Zolotoe Yabloko" - it is already working in a test mode. We are waiting for the Great Party,

Electronic maps

A discount card is a sign in a minefield. You just walk past the store, you don't need anything, but colored plastic melts your wallet pocket. It's even worse if the barcode is -20% on your phone.

When opening a store "Golden Apple" in Moscow, they immediately announced - install our application and get a 25% discount, plus the card will now always be with you - in your phone.

L'Etoile, main supplier gift cards on March 8, released electronic Gift certificates... Now you can send a card to mom for 1000 km without getting up from the chair.

Own social networks, magazines and beauty boxes

An experienced recruiter works better than any weapon.

Don't want to buy anything? Decorate your eyebrows (there are brow bars in Ile de Beaute and L'Etoile), or get a manicure (Rive Gauche). And if you do buy something, spend so that the points you receive are enough for a trip to the beauty booth ("Il de Beaute").

Or at least get a free magazine. For example, the own edition of the "Golden Apple" Flacon, it is thick, solid - and clearly promises something interesting, and not a banal catalog of funds.

If you want to try something new - order a beauty box. It is in every chain of stores.

And finally, if you don't want to go anywhere, look through the store's own social network - L'Etoile Beauty Club. There are several sections inside: beauty, fashion, health, stars, lifestyle. You can choose your favorite brands and categories and receive news about them, communicate with each other and comment on articles - in general, everything is like an adult.

But let's face it - we also benefit from this arms race. Before they extort that same 30% of the salary from us, at least they try to do something pleasant for us - and this cannot but rejoice.

Well, for this entire arsenal of military equipment, we have only one shield - common sense.

Fortunately, it is always with you, you don't even need to load it into your phone.

Have you ever wondered how much of your income you spend on cosmetics, fragrances and everything that is called the word "beauty"? What do you think chain stores will come up with new so that we go to them more often? What "tricks" do you find most effective? And where do you prefer to shop - offline or online?

What is the top seller of luxury goods known for?

LVMH is the largest retailer of luxury goods in the world. The holding includes 70 brands, the main directions of the company's business are the production of alcohol, clothing, accessories, cosmetics, perfumery, watches and jewelry. LVMH brands include Moet, Hennesy, Christian Dior, Givenchy, Marc Jacobs, Guerlain, Tag Heuer, Bulgari. Profit LVMH in the retail segment declined the most in the first half of 2016 - by 5%, to € 410 million, follows from the company's report. At the same time, the revenue of the retail division increased by 4%, to € 5.4 billion. Total sales of the company increased by 4%, to € 26.3 billion, in the first nine months of 2016, the company said in a report. The main owner of the company is its president, Bernard Arnault and his family. Forbes magazine in 2016 put Arnault in 14th place in the list of the richest people on the planet ($ 34 billion).

The market is smartening up

Ile de Beaute is the third largest specialized retailer of cosmetics and perfumery in terms of revenue after L'Etoile and Rive Gauche in Russia, follows from the research of the marketing agency RBC Market Research “Retail chains selling cosmetics and perfumes 2016”. Revenue "Il de Beaute" in 2015 amounted to 17.9 billion rubles., Net profit - 413 million rubles., Follows from SPARK data. The turnover of "L" Etual "in 2015 amounted to 72.5 billion rubles," Rive Gauche "- 32 billion rubles, the agency estimated.

But since the first LVMH deal, the Russian perfume and cosmetics market has changed a lot. If back in 2011, as calculated by Euromonitor International, the three largest chains - Ile de Beaute, Rive Gauche and L Etoile - collectively controlled more than 63% of the market, then the active development of stores in drogerie formats (in the assortment not only cosmetics, but also, for example, household chemicals) has changed the structure of consumption. the number of customers over the past year increased by 49.04%, to 207.93 million people. With the overall revenue growth of all store formats that Magnit develops (in addition to drogerie, these are convenience stores, hypermarkets, Magnit Family), the turnover of cosmetic retail grew by 12.81% several times faster - by 60.63%, to 64.449 billion rubles.

The Russian cosmetics market (2.2% of the global) ranks fourth in the world after Germany, France and the UK, says Anna Dycheva-Smirnova, board member of the Russian Perfume and Cosmetic Association. The attractiveness of the local market is explained by the demographic situation: a third of the country's population are women aged 20-60, the most active consumers of cosmetics, says Dycheva-Smirnova. Their average annual spending on cosmetics is about $ 192, and up to 30% of their salary is spent on personal care and beauty products.

The cosmetics and perfumery market in Russia is promising and one of the fastest growing among all retail segments, confirms Deloitte partner Yegor Metelkin. It is profitable for a foreign investor to conclude deals in this market, especially now, when, due to the crisis, the asset is much cheaper.

What is left of the founder of Ile de Beaute

United Europe is a diversified holding. Since the early 1990s, long before the first Ile de Beaute store appeared in 2001, Denisov and his partners, Alexei Gribkov and Valery Volodin, were actively developing the distribution of perfumes and cosmetics. Now, according to the group's own data, United Europe-Holding OJSC provides distribution, logistics and consulting services in the perfumery and cosmetics market. Since 1999, the holding has also been developing its own brand of cosmetics and stores, Divage. Gamma Cosmetic LLC, founded in 2000, owns a plant in Podolsk, engaged in contract manufacturing of cosmetics.

According to SPARK, 90% of United Europe is now owned by Denisov, another 2.5% by minority shareholders - Evgeny Gribov, Oleg Dorodnov, Marina Krivenko and Igor Mozhaisky, who became shareholders in January 2016.

We have been waiting for a long time for the return of these beloved budget, but high-quality multi-colored jars, cases, tassels, sponges ... A year has passed since the last sale in Letual, a year without Sefora! And finally, it is officially presented in Ile.

For me personally, this brand is a phenomenon. A huge assortment, low prices, even taking into account the margins of domestic chains, plus a very decent quality do their job. I am definitely sefor-dependent!

The Il website presents not only this great news, but also a rather impressive assortment of the brand with an indication of the basic cost. Much has not been presented in Letu. Prices are about the same. Hooray, there is no maximum discount percentage! And a separate merci for the brush! Going))))

I strongly advise you to pay attention to:

Lipstick LIP ATTITUDE GLAMOR (440 rubles) - 5 rating from me and Sveta (plana)

Compact powder with a shine effect (480 rubles) - an excellent highlighter

Aromatic body spray (160 rubles) - it was not in oblivion, but keeping in mind the juicy smells of their bath series, the thing should be interesting

Nourishing Lip Balm Smily Lips! (160 rubles) - an excellent fat balm with a fruity aroma

Metal suitcases (from 660 rubles) - suitable for convenient storage and transportation of cosmetic values

And of course brushes, sponges and other beauty assistants are very high quality and relatively inexpensive accessories.

The brand is presented in the following stores of the chain:

IL DE BOTE, m. Yugo-Zapadnaya, shopping center "Zvezdochka"
IL DE BOTE, m. Kurskaya, TC "Atrium"
IL DE BOTE, m. Kievskaya, SEC "Evropeyskiy" 2
ILE DE BEAUTE, metro Krylatskoe, shopping center "Europark"
IL DE BOTE, m. Rechnoy Vokzal, shopping center "U Rechnoi"
ILE DE BEAUTE, metro Vladykino, shopping center "MALL GALLERY-REAL-2"
IL DE BOTE, metro Domodedovskaya, shopping center "Domodedovsky"
ILE DE BEAUTE, m. Maryino, shopping center "MALL GALLERY-REAL-1"
IL DE BOTE, m. Kitay-gorod, st. Maroseyka
ILE DE BOTE, m. University, TC "AUCHAN-City Capitol"
ILE DE BOTE, m. Filevsky Park, TC "Mini-Mall"

ST. PETERSBURG

ILE DE BEAUTE, TRC "Rodeo Drive"
ILE DE BEAUTE, RTC "South Pole"
ILE DE BEAUTE, TC "French Boulevard"
ILE DE BEAUTE, Galeria shopping center

VLADIVOSTOK

ILE DE BOTE on Svetlanskaya street, 29

VOLGOGRAD

ILE DE BOTE on Raboche-Krestyanskaya street, shopping center "Voroshilovsky"

ILE DE BEAUTE, TC "Sunny Paradise"

ILE DE BEAUTE, Trade House "Brand Hall"

Kaliningrad

ILE DE BEAUTE, TC "Kaliningradskiy Passage"

Krasnodar

ILE DE BEAUTE, Shopping Center "Red Square"

Krasnoyarsk

ILE DE BEAUTE, TC "Planet"

Hello everyone! Today we'll talk about the American brand Sephora. Make yourself comfortable, the brand has something to surprise you.

A huge palette of shades in the eyeshadow palette from the brand Sephora

Sephora: about the brand

Sephora is not only a brand of decorative cosmetics, but also a large perfumery and cosmetic network. The stores offer a large number of brands (about 250), including their own brand. Here you can find cosmetics, perfumes, face and body care products.

The founder of the chain is Dominique Madonnaud, he opened the first store back in 1969, since then the chain has grown and became known in many countries of the world.

A few words about the name: Sephora is the name of the beloved Moses. So the brand has biblical motives.

As for the cosmetics itself, Sefora is notable for its affordable price, variety - there are brushes, decorative cosmetics, face and body products.

New: Lipstories lipstick is available in 30 shades and 3 textures: matte, cream and metallic.

Sefora also has a wide variety of face and hair masks.

The brand's care products are distinguished by affordable prices, a variety of products and aromas, for example, here you can find lip balms, micellar water, make-up remover wipes, clay masks ...

Sephora in Russia

In Russia, Sefora is exclusively represented in the Ile de Beaute store. In the near future, they promise the opening of Sephora stores, so popular in America and abroad.

Sephora: matte lipsticks

As mentioned above, the assortment of the brand is diverse, but I would like to dwell on matte lipsticks separately. They are of excellent quality, do not dry the lips, the palette of shades is large, it includes not only everyday options, but also bold colors, for example, green and black. Lipstick costs 595 rubles without discounts at Ile de Beaute, price-quality ratio is definitely in favor of the former.

A review of 7 matte lipsticks in all their glory are presented in