Page 47 - GB-RI-PierreFabre-Complet-INTERACTIF

INTERVIEW The LAB: a totally new consumer experience Committed with our stakeholders Alice Darmandieu, A regular at the LAB Marie Chenal, Consumer & Retail Experience Manager How have you benefited from visiting the LAB? Alice Darmandieu I have already been there four times and I think they're amazing! I had a skin diagnosis, personalized advice, and a new skin care routine for my acne and dry skin. The products are easy to use everyday - a serum, a sun cream - and they give visible results. I have also discovered other Pierre Fabre products suitable for the whole family, especially a toothpaste for children and the Klorane range. Marie Chenal This is why the LAB has been so successful. Its multi-brand approach offers great synergies and above all it meets the needs of consumers by establishing a personalized routine for every one. What makes the store so innovative? M. C. As the name suggests, it’s a laboratory that highlights innovation at two different levels. First, it is designed to better understand what consumers want from their skin, hair and oral care products. Around 1,300 people have already been registered in our database. Together, we can explore new concepts, test and/or co-create suitable products. The second level is the desire to offer a totally new consumer experience, thanks to Smart mirrors, e-coaching... And measure the impact of these experiences on the business. A. D. I haven't been able to try out all of the experiences on offer, such as the Smart mirror, but I did talk to a Skin Coach and I definitely plan to go back once it reopens. During lockdown, personal interactions suffered but I was able to get advice on social media and I took part in a live workshop for skin problems caused by face mask use. I also learned about their bulk buy offers and the latest news on Instagram. How does the LAB complement the work done by pharmacies? A. D. At the LAB, experts take time to diagnose your skin and help you discover different complementary brands. Once you have worked out a skin care routine, I can go to my pharmacy where I can buy high-quality, safe and trusted products. M. C. The LAB really is a great place for multi-brand advice and services. Sales are a secondary consideration for us and remain the remit of the pharmacy. The main thing that this store concept is testing is the consumer experience, with the desire to employ innovations that can be transferred to pharmacies in order to improve their business. Everything is already in place to export this multi-brand advice and educational workshops to pharmacies in 2021. Eventually, we also hope spread many of the other experiences, such as bulk buys, care coaching, and the Smart diagnostic mirror. 4 43 CREATING VALUE 7