Leading department stores count on their beauty floors to lure customers, primed with global brand stations from perfumery to make-up in a bid to register a sale before we leave.
They’re designed as a one-stop shop for all your needs, and it’s where the giants David Jones and Myer are always looking for new strategies and brands to boost their credibility on the floor.
Mecca has pulled out of Myer to focus on its standalone stores. Picture: Getty
But not all beauty floors are created equal; it’s all about position and prime real estate within that will cost more.
The major players are always within obvious view when you walk inside these department stores – think MAC, Kiehls, Lancôme, Tom Ford and Chanel to name a few. Many newcomers are also finding their place within, from haircare brand Bondi Boost at David Jones to Ella Bache at Myer.
But Mecca’s recent announcement to exit all Myer locations by year’s end is causing a shift at the ground floor of the retail giant – the pressure to fill those gaps with meaningful beauty moments is ever pressing.
GHD is in the midst of a massive roll-out across both department stores in Australia. The British heat and styling brand has been around for 25 years, and last year rolled out 11 stand-out counters in Myer and 13 in David Jones across the country.
GHD is growing its presence in both Myer and David Jones. Picture: Supplied
According to GHD Australia-New Zealand Managing Director Stephanie Leathers, department stores allow the brand to bring expertise to life; dedicated beauty advisors are on hand at seven stores in Myer and six in David Jones.
“These beauty advisors create an environment where customers can see the technology demonstrated, try, understand the difference between tools and make confident decisions based on real education and experience,” Ms Leathers said.
She says positioning within the beauty department floor is crucial for business growth. It’s where clients can discover a brand, and engage with it by trying the tools in what feels like a pop-up blow bar on any given day you visit.
“The focus there is demonstration, one-to-one guidance and helping customers understand the technology.”
Managing director of GHD ANZ Stephanie Leathers. Picture: Supplied
Customers who can see and trial the tools used in real time, learn about the technology behind them and receive personalised guidance on how to achieve the results they want is key to beauty counter success stories.
They also joined the stable at Mecca earlier this year, and while there’s no ability to try the tools it doesn’t matter – it’s about being seen.
“Myer attracts a highly engaged beauty customer who is focused on performance products and trusted brands, and it’s an unmatched environment, particularly for styling range and our innovation launches,” Ms Leathers said.
Capitalising on Korean skincare boom
Bridget Veals, David Jones’ Executive General Manager for Womenswear and Beauty, is always on the hunt for the latest trends.
Beauty, which recently became part of Ms Veals’ remit is an extension of her love of fashion retail.
It’s all eyes on the rise of K Beauty – and the department store is mindful that introducing new brands from South Korea is what their customers are also looking for.
Korean skincare is muscling in on the Aussie incumbents. Picture: Supplied
“We are always evolving in the beauty space and with that comes a focus on trend,” Ms Veals said. “K beauty is something we are leaning into even more, and it’s a direct response to what the customers want.”
“Beauty is a lot like fashion; you’re hot today, but maybe not so in a few years. The beauty floor is all about bringing in newness – and knowing that trends can change in three months.”
The added bonus of introducing designated salon rooms on the ground floor at David Jones has certainly been the reason the beauty floor is experiencing newfound success.
More than just products
The approach is to offer not just the products, but a service you’d book at your local beauty salon – but will do in the city instead. Think, LA’s Anastasia Beverly Hills brow bar, which is exclusive to David Jones, to facials and skincare treatments by La Mer, Rationale and make-up application services using Chanel.
According to Ms Veals, the beauty rooms have increased by 25% since it opened last year at David Jones. She adds that 30% of the department store’s beauty customers shop the category for gifting – from fragrance offers to beauty bundles.
Upmarket beauty departments provide salon and brow bar services in a department store. Picture: Supplied
Brands like Clé de Peau are hugely popular, a luxury skincare line that’s luring new clients to the store.
“We do luxury skin particularly well and already known for stocking La Praire, Sisley and La we are really strong in that area,” Ms Veals said.
“The customers come because it becomes a very personal experience for the client; these are relationships that have been built over time, and the added benefit of getting a beauty facial means that intimate bond between clients and brand is strengthened.”
Veals says department stores are unique places for beauty; and it’s where Australia’s Rationale is also positioned and doing well at David Jones. These local brands often have the added benefit of visits by brand ambassadors who created the labels like Richard Parker from Rationale.
At Myer, beauty services are also available on the ground floor – from Benefit Brow wax and tinting, to complimentary lipstick applicable in under five minutes at Estee Lauder, to an hour-long make-up appointment with Chanel to learn all the new beauty trends and tricks.
They’re doing their bit to lure with masterclasses, beauty tips and scent layering that will cost you nothing but 20 minutes of your time at Jo Malone fragrances.
Myer and David Jones are relying on their beauty sections to draw people through the doors. Picture: Getty
Making room for newcomers
Brands like Bondi Boost and K18 Australia are also in their boom phase here, both entering the David Jones beauty floors recently.
According to Head of Retail Ozdare George Leighton, introducing the K18 brand to David Jones was driven by a desire to build brand awareness at a more premium level, and reach a higher-spending, fashion-focused customer aligned with K18’s long-term brand elevation strategy.
While the brand is also in store at Sephora, being at David Jones brings a new client audience within view.
“David Jones offers K18’s core and hero repair products, and while Sephora attracts a younger, trend-driven consumer, David Jones allows K18 to access a more mature, higher-spending, fashion-conscious customer seeking performance and premium service,” he said.
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