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FLORIO AND LE GLOAN EVOLVE

LUXURY POSITION IN RETAIL UNIVERSE Stating that La Prairie has a robust range of products received. I have found that a common thread among our available at varying price points, “within La Prairie’s uni- Beauty Advisors is they are eager to share their passion verse, we can cater to any skincare need,” Mr. Le Gloan for the brand and its prestige with the customers. They affirmed. “We are quite accessible with the variety of our love the brand.” ranges whether it is the Advanced Marine Biology CollecMr. Le Gloan is very sensitive to the layout of an instaltion, which uses potent marine botanicals to target the lation: “Is it the right environment for the client to experifirst signs of aging, the luxurious firming benefits of caviar ence the brand? I look at how the brand is displayed. I extracts found in the Skin Caviar Collection or the age- also look for direct feedback from our Beauty Advisors on defying benefits of the Platinum Collection powered in any new products we have introduced. And I check the part by one of the world’s most precious metals, plati- installation’s numbers to see how well all of these elenum, to name a few.” ments are working together.” “La Prairie prides itself on the quality of its service. Along with the keys to La Prairie’s success—the prod“We are very attentive to the way ucts and the Beauty Advisors— we recruit and train our Beauty Mr. Le Gloan credits the brand’s Advisors. They are our first line special relationship with the of communication with our cusretailers. “I have worked in Asia tomers, and we continually look and Europe, and did not experiat what training we can provide ence the same close connection them so they have the tools to be I see here with the retailers in the even better. While our Beauty US. The teams at Neiman MarAdvisors are very personable and cus, Saks Fifth Avenue, Bergdorf highly skilled in their craft, we Goodman, Nordstrom and will be providing additional Bloomingdale’s are a pleasure to techniques and information so work with.” they can better understand the He finds that the retailers are consumer and uncover what she very complimentary about La is looking for.” Prairie’s customer retention. “Part of providing the highest “When the retailers measure the level of service is delivering an number of customers who return experience that is personalized for purchases, we always rank to each consumer’s needs in that very well.” He shares that La moment. If a consumer is already Prairie’s current clients are very informed about our products, the supportive of the brand and Beauty Advisor invites them to bring their friends to the counter. experience the formulations. If “Word of mouth is one of the the customer doesn’t wish to buy key customer recruitment chanFrançois Le Gloan right away, samples are given so nels for us.” that they can experience them at home. Once they try Facials are a great asset in allowing the customer to our products and see the results, they come back and experience La Prairie’s products. “We have an extensive buy.” program of facial events throughout the year including Visiting the retailers is a priority for Mr. Le Gloan. “I our own cabins in about 12 stores for facial services, want to see how the brand is translated at point-of-sale,” and,” Mr. Le Gloan added, “our spas, such as the one in he noted. “When I first enter a store, I look for our coun- New York City’s Ritz-Carlton and our Silver Rain spa in ter’s space and location. Is it visible and easy to find? In The Ritz-Carlton Grand Cayman, are a wonderful intromost cases, our space and location are outstanding, but if duction to our products and the brand.” not, I see how we can gain more visibility.” La Prairie’s challenge, he believes, is to look constantly “When I arrive at the counter,” he continues, “I am for innovation. “You cannot rest on your laurels. We very sensitive to the vibes from the Beauty Advisors. Are strive to continually surprise and delight our customers they happy to be at the counter? Are they willing to share by introducing high performance, luxurious skincare their experiences with me? If they are new, I like to ask essentials that our customers need and want, coupled why they joined the brand and about the training they with the highest level of service.” BF NOV EMB ER 2 0 1 2 /

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Beauty Fashion November 2012  

Beauty Fashion November 2012 issue

Beauty Fashion November 2012  

Beauty Fashion November 2012 issue

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