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Innovative Retail Systems
for Makeup
Patrick Plé-Boishardy, Vice President
Creative Services, European Merchandising Innovation, Estée
Lauder Cies
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| Patrick Plé-Boishardy |
The past decade has witnessed the appearance of new types of distribution,
disappearance of selective perfumeries, and emergence of new markets.
These changes, along with increasing competition and the evolution
of the luxury market, led Esteé Lauder group brands to quickly
implement new presentations, such as access systems, gondolas, makeup
testers, and makeup bars. The industry faces increased numbers of
design variations, reduction of conception/production cycle time,
quicker obsolescence, excessive servicing costs, and margin erosion.
This has created a vicious cycle—fewer orders per item, increased
production costs, lack of credibility with consumers, and image
deterioration. Patrick Plé-Boishardy will discuss how Esteé
Lauder is meeting these retail challenges through a new innovative
concept, “Cascade”.
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