What: La Samaritaine leverages its 3,400-square-metre beauty space as a strategic driver of foot traffic, achieving 50% local customer penetration through a curated mix of prestigious and emerging brands.

Why it is important: The beauty department's performance validates the industry-wide trend of investing in experiential beauty retail, as seen with Rinascente's EUR 40 million beauty hall investment, showing how traditional department stores can evolve to meet changing consumer preferences.

La Samaritaine's beauty department has emerged as a crucial element in the store's strategy to attract both local and international customers. Located in the basement level of the Parisian department store, the 3,400-square-metre space has successfully created a unique concept-store atmosphere by combining established luxury brands with emerging labels and exclusive offerings. The space has achieved remarkable success in attracting French customers, who represent 50% of beauty sales compared to just 25% for the rest of the store. The department's strength lies in its diverse offering, with skincare generating 40% of sales and niche perfumery contributing another 40%. The remaining 20% comes from makeup sales. The space showcases 150 brands, ranging from luxury stalwarts like Guerlain, Dior, and Chanel to emerging names like Victoria Beckham Beauty and trendy K-beauty brands. However, the current basement location poses a potential limitation, with estimates suggesting that a ground floor placement could triple sales performance.

IADS Notes: La Samaritaine's strategic focus on beauty as a growth driver aligns with significant transformations in Parisian luxury retail throughout 2024-2025. In January 2025, LVMH's decision to separate La Samaritaine from DFS Group marked a pivotal shift towards attracting individual shoppers rather than tour groups. This strategy was further reinforced in March 2025 when LVMH united La Samaritaine with Le Bon Marché under single leadership, emphasizing the creation of distinctive shopping experiences. The success of this approach is evidenced by Galeries Lafayette Haussmann's performance in November 2024, where beauty innovations and pop-up experiences contributed to a 15% sales increase. La Samaritaine's beauty strategy, combining prestigious brands with emerging labels and exclusive offerings, mirrors successful transformations seen across the industry, including Rinascente's EUR 40 million investment in a dedicated beauty destination.

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