MARKET REVIEW CHRISTMAS 2016 GIFT WITH PURCHASE UK LONDON

Transcription

1 MARKET REVIEW CHRISTMAS 2016 GIFT WITH PURCHASE UK LONDON Market Review Christmas 2016 Supremia International Ltd

2 Contents GWP_Finished Good Boots p.4-7 Debenhams. p.8-14 House Of Fraser p John Lewis p The Fragrance Shop.. p. 20 The Perfume Shop..p. 21 Boots p Debenhams p House Of Fraser..p John Lewis..p The Fragrance Shop. p The Perfume Shop.p Market Review Christmas 2016 Supremia International Ltd

3 GWP_Finished Good

4 (No Coty GWPs Available In Store During Visit) 361 Oxford Street, Mayfair, London W1C 2JL 193 Oxford Street, Soho, London W1D 2JY GWP

5 Clinique GWP 1. Cosmetic Pouch 2. Pouch free with purchase of any Clinique gift set. 3. Presented amongst gift set range very visible to shoppers. 4. Promotion was very clear and appeared good value. 5. Sales adviser commented that the pouch was not always taken by customers, they felt that the sets were value in of themselves and therefore the pouch did not necessarily affect whether the sets would be purchased or not.

6 Dior J adore GWP 1. Make-Up Pouch, plus lipstick, mascara and highlighter. 2. Pouch plus cosmetics free with any purchase of 100ml J adore Dior EDP. 3. One of 4 Dior promotions running in-store the only one with a Pouch. 4. Presented on Dior FSDU within glass case, showing the contents of the gift. The promo was shown in two different locations within the store, maximising the impact of the promotion. 5. Sales adviser was really promoting the value of the gift and advised that the pouch and extra cosmetics had really boosted sales of the EDP.

7 Elizabeth Arden GWP 1. Large PU Handbag 2. Free with purchase of 100ml Elizabeth Arden fragrance. 3. Presented on top of the stand at first it blended into the display and the Sales adviser actually pointed it out when asked. 4. Sales advised commented that customers really like the bag, mentioning the size, and regarded it as a great value gift.

8 Oxford Street, Marylebone, London W1C 1JG GWP

9 Coty Deluxe Christmas Bauble 1. Deluxe Christmas Bauble containing miniature fragrance 2. Free with purchase of any Marc Jacobs, Chloe or Calvin Klein 50ml EDP or Giftset. 3. The printed promotion was displayed amongst the aisle of Coty fragrances it made it very easy to convert the promotion as the customer would already be in the correct place to pick up their fragrance/set. The baubles were spotted later amongst the Chloe fragrances.

10 Clarins GWP 1. Scented Candle, worth Free candle when you spend 75 or more on Clarins products 3. Very visible as you walk up to the Clarins stand. 4. Sales adviser commented that customers seemed to prefer the gift sets (containing pouches and miniatures Clarins products) to the scented candle gift.

11 Estee Lauder GWP 1. Cosmetic Pouch and 3x miniature fragrances. 2. Free when you purchase any 2 Estee Lauder Fragrances. 3. The sales adviser commented that these gifts had been very popular many customers commented that they loved that they were already wrapped within a box so that they could give them as gifts for loved ones. 4. She also commented that they were down to their last remaining stock on this gift.

12 Yves Saint Laurent Black Opium GWP 1. Cosmetic Pouch 2. Free with a 50ml EDT (worth 57). 3. The pouch itself was not on display, only a printed box showing a photograph of the pouch. The printed box was displayed as part of a YSL tower, mixed amongst gift sets. Due to the dark imagery it was not immediately visible to me.

13 Salvatore Ferragamo - Uomo GWP 1. Men s Washbag 2. Free when you purchase 50ml Uomo fragrance. 3. Very visible gift and in a good location within the store (very busy area).

14 Kenzo - FLOWERSBYKENZO 1. Large PU HandBag 2. Free when you purchase 50ml FLOWERSBYKENZO Eau De Parfum. 3. Very large and impactful gift positioned on the top shelf of the Kenzo bay the only downside to the position is that you have already passed the larger fragrance names before you reach this point. GWP

15 (No Coty GWPs Available In Store During Visit) 318 Oxford Street, Marylebone, London W1C 1HF GWP

16 Thierry Mugler Etoile De Reves 1. Scented Candle. 2. Free with purchase of the Limited Edition Thierry Mugler Etoile De Reves fragrance. 3. Very impactful display within a wall of Thierry Mugler fragrances and supported with additional printed promotional material. GWP

17 John Varvatos - Dark Rebel Rider 1. Men s Weekend Bag. 2. Free with purchase of 75ml John Varvatos Dark Rebel Rider Eau De Toilette 3. No bag was available on display, only the printed promotional poster which was very small amongst the fragrance display. It would have been a more successful display if they had been able to show the bag, as it looks as though it would be a very qualitative and large-sized item. GWP

18 (No Coty GWPs Available In Store During Visit) 300 Oxford Street, Marylebone, London W1C 1DX GWP

19 Estee Lauder 1. PU pouch and Sleep Mask (plus 6 Estee Lauder miniatures). 2. Only 40 with any purchase of Estee Lauder products. 3. Very well presented in a glass cabinet with products well spaced and clear to see. 4. Sales adviser commented that there were few stocks left on this item customers were very receptive and continuously commented on the great value. GWP

20 (No Coty or Competitor GWPs Available In Store During Visit) 50 Oxford Street, Soho, London W1B 1BD GWP

21 (No Coty or Competitor GWPs Available In Store During Visit) 295 Oxford Street, Mayfair, London W1C 2DY 111 Oxford Street, Fitzrovia, London, W1D 2HJ GWP

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23 (No Coty Gift Sets Available In S361 Oxford Street, Mayfair, London W1C 2JL 193 Oxford Street, Soho, London W1D 2JY

24 Benefit 1. Printed Make Up Pouch 2. Pouch free with 7 miniature versions of best-selling Benefit lines valued at 60. Set discounted to Set also contained Make-up tips created by Benefit make-up artists and an additional promotion specific to Boots 500 Advantage card points (Boots in-house loyalty card system) if you present the enclosed voucher when purchasing a full-sized Benefit item. 4. Sets presented on large FSDU with Benefit graphics. 5. Sales adviser commented that sales of the item were high on the lead up to Christmas shoppers see the sets as great value and a great gift for female family members in their teens/early 20s. Few sets were remaining in-store.

25 Bare Minerals 1. Gold Metallic PU Make Up Pouch 2. Pouch free with 4 x full-sized Bare Minerals cosmetics set costs Not immediately visible - presented within wall of Bare Minerals products. 4. No sales adviser on hand to introduce the Gift set or draw customer s attention to it.

26 Champney s Spa Treatments 1. Men s Large Weekend Bag 2. Bag free with 4 x full-sized Champney s Spa products Face wash, Body Wash, Balm and Deodorant. 3. Additional promotion set reduced to 40% of original price. Valued at 40 - set now cost Presented clearly on top shelf (eye-level) within range of discounted beauty gift sets.

27 Elizabeth Arden 1. Red PU Vanity Case. 2. Case free with 19 pieces of full-sized Elizabeth Arden cosmetics. Set originally valued at 349. Costs 54 when you spend 30 on Elizabeth Arden cosmetics. 3. Presented in glass case with Vanity Case and full contents of the gift set on display, shows the great value of the set.

28 Elizabeth Arden 1. Suedette Make Up Pouch 2. Pouch free with 25 pieces of full-sized Elizabeth Arden cosmetics. Set cost 60, valued at Presented on an Elizabeth Arden FSDU alongside other Elizabeth Arden gift sets would comment that I had to look very closely to see the price, and it wasn t immeadiately clear that a pouch was included within the set.

29 Elizabeth Arden 1. Red Satin Make Up Bag. 2. Bag free with 5 pieces of full-sized Elizabeth Arden cosmetics. Set cost Presented on an Elizabeth Arden FSDU alongside other Elizabeth Arden gift sets preferred this set to the others given as it immediately seemed like good value and it was clear that the pouch was included within the set.

30 Elizabeth Arden 1. Studded PU Purse with Wrist-strap 2. Purse free with 4 x Miniature Elizabeth Arden lip glosses. Set cost Presented on an Elizabeth Arden FSDU which helps to maximise visibility of the set as it is otherwise a very small item.

31 Ghost Ghost & Ghost Deep Night 1. Metallic PU Pouch. 2. Pouch free with EDT, Body cream and other miniature Ghost-fragrances products. Each set costs Displayed within gift set aisle on the lowest shelf not immediately obvious.

32 Ghost Ghost 1. Fragranced Candle 2. Candle free with Ghost EDT, set costs Displayed within gift set aisle on the lower shelf not immediately obvious, easy to overlook.

33 Ghost Ghost Girl 1. Metallic Pu Make Up Pouch 2. Pouch free with Ghost Girl EDT, set costs Displayed within gift set aisle at eye-level. Much more prominent as you view the aisle. Fragrance was available for testing out of pack.

34 Michael Kors Deluxe Glam Jasmine 1. Metallic Jewellery Box and Metallic PU Pouch. 2. Jewellery Box and Pouch free with Eau De Parfum, Body Lotion and Rollerball - set costs Displayed within gift set aisle really stood out as the display was wide and displayed at eye level. 4. Jewellery box was promoted as a Boots Exclusive however it was spotted at other stores.

35 Boots Sales Advisor Feedback General Notes Gift Sets are more prevalent than GWPs on the run up to Christmas consumers like the sets within a gift box as it feels like a complete gift. Shoppers are very shrewd during the festive shopping period. They are seeking the best value, so even though they will try to buy loyal brands they may be swayed by additional elements within a set if it appears to have greater value especially for the newer fragrances. Dior and Michael Kors have some of the best-selling gift sets at the moment. The sales advisers pointed out that Boots were running 4 different promotions for Dior female fragrances. Michael Kors Wanderlust was the best-selling fragrance without a GWP or gift set support, and the Deluxe Glam Jasmine gift set (with the free jewellery box and pouch) was also praised as being excellent value and a Boots Exclusive item (although I did see this later in other stores). Several of the gift set promotions were tied into Boots advantage card promotions customers would receive points when purchasing particular gift sets, so this is an added advantage for loyal Boots customers.

36 Oxford Street, Marylebone, London W1C 1JG

37 Marc Jacobs - Decadence 1. Satin Container with Tassel. 2. Free with 100ml EDP, 75ml Body Lotion and Rollerball fragrance set cost Presented within gift set aisle on a Marc Jacobs tower - very visible as it was in customers eyeline however the aisle itself was very packed.

38 Michael Kors Deluxe Glam Jasmine 1. Metallic Jewellery Box and Metallic PU Pouch. 2. Jewellery Box and Pouch free with Eau De Parfum, Body Lotion and Rollerball - set costs Displayed within gift set aisle really stood out as the display was wide and displayed at eye level. 4. Sales adviser commented that it was great value as the EDP itself cost 82 individually.

39 Estee Lauder - ReNutriv 1. Lurex Metallic Clutch/Evening Bag. 2. Bag free with Estee Lauder miniatures set worth 216 but on sale for 40 when you purchase any Estee Lauder fragrance. 3. Presented on the main counter all wet contents were out on display but the pouch was not which seemed a shame as it looked really great within the packaging visuals.

40 Clarins 1. Quilted Cosmetic Pouch, in 2 different styles 2. Free with a selection of Clarins products. There were 6 styles of gift set which I counted in store, at varying price points from The sales adviser commented that the gift sets are very popular on the run up to Christmas customers like to be able to provide several miniature items for their loved ones to sample, and the free pouch makes it feel like a complete and valuable gift.

41 Estee Lauder 1. PU Brief Case/Satchel 2. Case free with Estee Lauder miniatures set worth 339 but on sale for 54 when you purchase any Estee Lauder fragrance. 3. Presented near the main counter in a glass case/standalone cabinet. The display was very impactful and you could see all contents it seemed like really great value! When I asked the Sales adviser she did comment though that customers often opted for the other sets at lower pricepoints.

42 Debenhams Sales Advisor Feedback General Notes The first team I spoke with were at the Dior counter they did reveal that they did have a pink shopper-style bag (which they did not bring to show me) which they awarded to loyal customers, or customers who buy a lot of fragrance. I found it really off-putting that they were leveraging a free gift (which was not visible) if you bought an unknown quantity of their fragrance- I was left feeling generally unimpressed. Otherwise Debenham s offering of Gift Sets and GWPs was the strongest this was the store with the most Coty representation. Their offer with the Deluxe Bauble gift (with miniature Coty fragrances) was very well received with many customers participating. The sales adviser commented that the Christmas themed gift was very novel and that the customers she had given them to seemed very engaged with the gift. Coty fragrances dominated an equal share of space within the floor as P&G fragrances Gucci and Hugo Boss. Viktor and Rolf had a huge display and their gift sets were very decadent looking in terms of packaging, although they did not offer an unconventional gift, only body lotions within their sets.

43 (No Coty Gift Sets Available In Store During Visit) 318 Oxford Street, Marylebone, London W1C 1HF

44 Clarins 1. Quilted Cosmetic Pouch, in 2 different styles 2. Free with a selection of Clarins products. There were 6 styles of gift set which I counted in store, at varying price points from The display was very visible (it took up a lot of space in the centre of the store) and well lit. 4. My only comment is that there was not a lot of variation in pricing of the sets from store to store, so I didn t really find that there was much of a competitive edge or saving to be made.

45 Lab Series 1. PU Washbag 2. Free with a selection of Lab Series products in a gift box, worth The item was fairly visible, placed at eyeline within a tower of Lab Series products.

46 Michael Kors Deluxe Glam Jasmine 1. Metallic Jewellery Box and Metallic PU Pouch. 2. Jewellery Box and Pouch free with Eau De Parfum, Body Lotion and Rollerball - set costs Displayed within gift set aisle the least impactful display of this item which I saw. The display was at the back corner within a quieter area of the store.

47 House Of Fraser Sales Advisor Feedback General Notes Once again, there were more Gift Sets present than GWPs. The majority of gift sets spotted were supporting skincare brands as opposed to fragrance brands the fragrance gift sets that were available were also inclusive of scented wet products (body lotions/after shaves/rollerballs) instead of an additional gift. In terms of value, House of Fraser s range was more expensive than it s strongest competitor Debenhams. Debenhams range was also wider and more diverse although House Of Fraser did have one gift which was not spotted elsewhere the Thierry Mugler scented candle (which appeared to be a HOF exclusive.

48 (No Coty Gift Sets Available In Store During Visit) 300 Oxford Street, Marylebone, London W1C 1DX

49 Elemis 1. Vanity Case, in two different sizes. 2. Free with a selection of Elemis products there are two pricepoints, one at 68 and a more premium version Presented on display table with the other items within the set it seemed very clear what the set contained and as such it seemed good value!

50 Liz Earle 1. Towel. 2. Free within sets of Liz Earle skincare products. There are two pricepoints one at 35 and one at Presented on display table with the other gift sets. The set was packaged within a nice qualitative box with a sleeve, so the set was nicely presented and it was clear to see what was included.

51 Yves Saint Laurent 1. Cosmetic Pouch. 2. Free with 4 full-sized Yves Saint Laurent cosmetic products costs Presented on top of YSL tower at customer s eyeline. From speaking with the sales adviser I became aware that the products within the kit were valued at over 100, so it would have been good to see a call-out to the saving which was being made.

52 John Lewis Sales Advisor Feedback General Notes John Lewis has a smaller fragrance section than the other department stores (Debenhams/House Of Fraser) with more of its retail space dedicated to skincare ranges. The price points were very competitive on the premium skincare gift sets with sets from Liz Earle looking very attractive. Once again, there were few gift sets which included hard or textile products, with most containing body lotions and body sprays. The only GWP which I saw was the gift set from Estee Lauder, which was available for 40 with any Estee Lauder purchase. Overall John Lewis had some of the most clear and attractive displays, and the feedback from the sales assistants were that customers found their gift set offering to be of great value.

53 (No Coty Gift Sets Available In Store During Visit) 50 Oxford Street, Soho, London W1B 1BD

54 Ghost - Ghost 1. Fragranced Candle 2. Candle free with Ghost 30ml EDT, set costs Displayed on the countertop alongside printed sign showing price. 4. This was the only set inclusive of a gift which was not wet product (e.g. body lotion, rollerball fragrance).

55 Michael Kors Deluxe Glam Jasmine 1. Metallic Jewellery Box and Metallic PU Pouch. 2. Jewellery Box and Pouch free with Eau De Parfum, Body Lotion and Rollerball - set costs Displayed on counter towards the back of the shop it was given a lot of space and looked incredibly impactful!

56 The Fragrance Store Sales Advisor Feedback General Notes There are no GWPs available in store at this time however they did have the Michael Kors Deluxe Glam Jasmine Gift Set on display. The sales adviser commented that a lot of customers were very interested in the set and that they thought it was very good value but due to Christmas they did not have that budget for then opted to go for gift sets at lower price points. They advised that Marc Jacob s Divine Decadence was one of their best-selling female fragrances, with the individual fragrance selling as well as the gift set (50ml EDP with 75ml Shower Gel). In terms of male fragrances the sales adviser recommended Invictus, Jean Paul Gaultier Male, Boss The Scent and Issey Miyake as their most popular gift sets with best value. All of these sets came with a body lotion or aftershave no gift items.

57 (No Coty Gift Sets Available In Store During Visit) 295 Oxford Street, Mayfair, London W1C 2DY 111 Oxford Street, Fitzrovia, London, W1D 2HJ

58 Ghost - Ghost 1. Fragranced Candle 2. Candle free with Ghost 30ml EDT, set costs discounted by 5 3. Displayed within glass cabinet on lower shelf not immediately obvious, easy to overlook. 4. This was the only set inclusive of a gift which was not wet product (e.g. body lotion, rollerball fragrance).

59 The Perfume Shop Sales Advisor Feedback General Notes There are no GWPs available in store at this time. The Perfume Shop s customer base are very swayed by savings they know that their pricing is very competitive and at Christmas they have a tight budget so they will find themselves drawn to this store. The sales adviser confirmed that they very rarely offer GWPs and that this is especially true over the Christmas period. Additional free gifts are not a larger influence in bringing customers through their doors as they already know that they will offer great value and savings. There is a lot of choice in terms of gift sets to suit every budget every brand has one out for Christmas. Most of these feature Body Lotions, Moisturisers, travel-sized EDT or rollerball fragrances.