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Thanks to French beauty brands like Vichy, your drugstore beauty shopping experience may be more interactive in the not-to-distant future.
The 77-year-old French skin care and makeup line, known for products formulated with mineral-rich waters, is leading the charge to change the drugstore beauty department experience by adding in-store beauty advisers and offering free samples and testers — perks previously reserved for boutiques and department store beauty counters.
Five years ago, Vichy introduced their products in CVS and Brooks Pharmacy drugstores in the US. Unlike other drugstore beauty lines that were stocked on regular store shelves, Vichy began selling its products through in-store “dermatological skin centers” staffed by trained beauty advisers.
Today, Vichy skin care centers can be found in select Rite Aid, CVS, Duane Reade and Longs Drugstore stores, and, by the end of this year, Vichy plans to have them in a total of 1,000 stores nationwide.
“The presence of the dermatological skin care centers has elevated drugstores’ beauty departments, noted Philippe Patsalides, general manager of Active Cosmetics USA, the L’Or��al division that houses Vichy. Drugstores ‘are perceived as convenience stores, but they are working to change into beauty destinations.’”
- Women’s Wear Daily
Remember the rise of beauty vending machines a few months ago? Now we’ve got the opposite end of the customer service spectrum.
Although one of the reasons I like shopping at drugstores is the fact that I can browse without really having to interact with legions of salespeople, I like the notion of having a beauty adviser available if I have questions.
I haven’t been to a drugstore with a Vichy dermatological skin center yet, but I’m looking forward to checking ‘em out.
What do you think about staffed drugstore beauty counters? Do you think they might lead to higher prices? Would you prefer to shop drugstores on your own?
Your friendly neighborhood beauty addict,
Karen
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