case studies5 / 6
Monitoring Brand Assets©
Nocibé is a chain of selective perfumeries and beauty institutes originating from the North of France. With more than 600 stores, the retailer wishes to identify growth drivers in France in a context of radical transformation of cosmetics distribution, i.e. price war, rise of retailer brands, fashion brands selling makeup in their stores, competition with consumer goods distribution players, point of sale digitalization, etc.
The retailer asked Promise to help it make the right strategic decisions.
Competition in cosmetics distribution is fierce, multiple, diverse and fast-moving. Proper market study is a prerequisite for a deep understanding of the evolution of distribution and of the end consumer’s expectations.
A specific observatory was created to detect weak signals in order to predict and master the quick changes of the competitive landscape.
It became necessary to implement a monitoring tool for the retailer using synthetic and sensitive indicators in order to recommend relevant growth and alliance strategies.
Thanks to its Monitoring Brand Assets© expertise, Promise Consulting implemented a dashboard to track Nocibé’s performance comparatively to its closest competitors (perfumeries, brand stores, department stores, mass market, etc.).
Thanks to the study, Nocibé was able to identify and leverage its strengths : a good brand image, great customer relationship and loyalty (particularly thanks to Nocibé’s Beauty Institutes)
The study’s results insist on the fact that Nocibé should reach a critical size not only on the French market but also on foreign markets where the retailer is marginally implanted. They also outline the complementarity of Douglas and Nocibé in terms of image and customers.
In February 2014, the German perfumery chain Douglas bought out Nocibé. As Nocibé’s profits were higher, Douglas retail shops in France were moved under the Nocibé brand, a pretty unusual fact after a merger & acquisition!
In order to cope with the price war in the beauty sector, Nocibé launched the “Les Bellista” concept, a chain of stores based on a limited number of product references sold at very competitive prices.
In 2014, the retailer reported 1 billion euros revenues, up to 3% compared to 2013. As a result of its fusion with Douglas, it became the number two player in the selective beauty market in France.