L'Atelier Maquillage at Le Bon Marché
Le Bon Marché has boldly isolated its make-up offer from the skincare department by removing it from the ground floor, and opening a space dedicated to make-up and pigments on the 1st floor of "La Rotonde". Organized in traditional department stores counters, the space aims to allow the brands to offer new services such as personalisation and DIY.
Customers will be able to find a wide selection of brands, from the most established ones (Kure Bazaar, Nars which left their wide space on the ground floor, Bobbie Brown), to more confidential names.
Interestingly enough, there is no new experience and service proposed by the Bon Marché. Brands are creating innovations for themselves. For instance, at the By Terry counter, customers are invited to choose among the many different pigments to create their own personal palette, with the possibility to mix up to three pigments in one pod. Clients weigh their pigments and compress them; and then choose from a variety of coloured and patterned boxes to make the palette even more special.
While post-lockdown customers are searching for a new look after a make-up free confinement, or expressing a personal need for reassurance, it is surprising that Bon Marché decides to gather make up brands in a non-traditional space without an offer of exclusive service. While the concept might represent a change today, it will need to demonstrate its potential for a concept appropriate for tomorrow or the day after, rather than responding to the requirements of space management.