Creating magical moments

Creating magical moments

LancĂ´me counter at Siam Paragon gets a makeover

SOCIAL & LIFESTYLE
Creating magical moments
The Parisian apartment-inspired cosmetics counter at Paragon Department Store, Siam Paragon.

Eleven years in the beauty business, Antny Rankin still finds it thrilling to be in such a dynamic industry, with him having reaped experience in product development and marketing of fragrances, skincare and make-up.

"The speed of the product launches is incredible, unlike any other industry. Thus customers are spoiled for choice. This challenges us to modernise retail and digital engagement in order to better communicate to customers," said Rankin, now the brand general manager of Lancôme at L'Oreal Thailand.

Since the beginning of the year, Lancôme has introduced 10 new products, including Blanc Expert Cushion foundation and Blanc Expert Melanolyser [AI] dark spot treatment.

In February, Rankin unveiled the brand's renovated counter at Paragon Department Store, Siam Paragon, which was his first major project after the relocation to Bangkok in October 2016. The British-Canadian was previously based in London, where he was Kiehl's and Shu Uemura general manager for the UK & Ireland.

"We transformed the Lancôme counter according to a new retail concept initially implemented in Paris at Printemps. The new design allows us to engage better with customers in order to help them find what works best for them," he said.

Regarding interior design, the parquet floor, high ceiling and crystal chandelier recall that of a beautiful Parisian apartment. The digital backdrop changes according to the seasons, now displaying images of cherry blossoms to mark spring.

Antny Rankin, Lancôme brand general manager.

The makeover compared to a metamorphosis, Rankin said, and was completed in two weeks. The counter has been restructured not to be imposing while inviting people to walk through, explore the 51m² of space and play with the products at the "sharing tables".

"It's like inviting friends to a dinner party and having everyone seated around the table to share their stories," he said of the "Parisian apartment" retail concept.

The convivial environment makes it less about hard sales and more about ensuring that Lancôme beauty advisers make customers feel comfortable, offering them the luxury of time to discover the beauty products by themselves.

At the make-up sharing table where foundation, eyeshadow and lipstick are generously displayed, hanging mirrors can be adjusted to the desired height whilst lighting is configured to help in finding the right shade for the complexion, eyes and lips, in co-ordinating the products to get various looks.

Likewise, customers are encouraged to open the jars and bottles at the skincare sharing table, and test the products freely such as the best-selling pre-serum, Advanced Genifique Youth Activating Concentrate.

A corner is dedicated to the prestigious Absolue anti-ageing range, whose newly-launched products include Absolue Precious Cells emulsion, eye cream and night cream.

The Absolue skincare line was actually introduced in 1965 to mark the 30th anniversary of the French brand founded by Armand Petitjean, who named it after the Lancôme Castle in central France.

In 1935, Lancôme was originally a fragrance house that later expanded into offering skincare and make-up. For over eight decades, the driving force behind the beauty house is to make a difference in women's lives.

"Lancôme wants to be present in every stage of a woman's beauty life, with the three pillars -- skincare, make-up and fragrance -- catering to her needs," he said. "Customers may be aware of our products from beauty influencers on YouTube videos but nothing beats physically coming to the cosmetic counter and experiencing the products by yourself."

Despite the influence of social media, he noted that consumers still rely on different sources in making the purchasing decision.

"People research differently and have become more savvy in finding information, whether from family and friends or from the internet, which allows more access to opinions," he said. "Ten years ago, you had to compete for a share of a person's time but now you're competing for a share of attention. Whether through direct retail or digital platforms, we want to make sure that we are present when people seek beauty solutions."

Absolue Precious Cells Recovery Night Cream.

Blanc Expert Cushion foundation.

La Vie est Belle floral eau de toilette.

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