After a first attempt to install a pop-up store at the Galeries Lafayette last year, Bourjois will open its first flagship store in Paris. The store will introduce a critical turning point for the brand’s brick and mortar strategy, for it will be the very first shop owned by the makeup and beauty brand since 1923. Bourjois is thus moving from a strictly B2B2C model to a direct-to-consumer model, which will enable the retailer to showcase its whole range of products and services and freely highlight its brand equities.
Built in an all pink and bright boudoir-chic atmosphere, the shop’s layout will leverage the Parisian brand personality and offer new services such as the Bourjois Jolie Room, dedicated to eye makeup and manicures, and the nail bar, which offers cheap and colorful samples of nail polish. The store is a smart way to celebrate 150 years of expertise in the world of beauty.
Contributed by Integer Paris
