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Consumers want "physical access" to prestige cosmetics, fragrances -- LVMH's Choel.

This article was originally published in The Rose Sheet

Executive Summary

CONSUMERS DESIRE "PHYSICAL ACCESS" TO PRESTIGE FRAGRANCE/COSMETICS BRANDS, indicating a needed shift in department store marketing strategy, LVMH Perfumes and Cosmetic Group President Patrick Choel told attendees of the World Perfumery Congress in Cannes, France May 27. Consumers are starting to want direct access to luxury brands and are no longer settling for "separation from the product" in stores, Choel maintained. The concept of keeping merchandise behind counters is becoming an ineffective marketing strategy, he added, since consumers "want to touch" and "feel" the products, as well as "be advised" about their options.
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