The Rebirth of the Mono-Brand Concept in Beauty

The Rebirth of the Mono-Brand Concept in Beauty

Our Beauty Destinations: Intelligence Center revealed a muted finish to 2022 for the mono-brand channel. Brick-and-mortar store sales for key vertically integrated retailers tracked, including Bath & Body Works and The Body Shop, collectively dropped 4% last year, as consumers curtailed their store visits and spend levels due to economic worry. Meanwhile, retailers such as bareMinerals and Morphe exited the channel to strengthen their digital and wholesale businesses.

With cooling consumer spend, how are these outlets enticing shoppers to visit their stores now?

  • Legacy retailer Bath & Body Works is betting on sustainability through refillable product options, offering new categories such as supplements and hair care and investing in community-driven marketing with its new loyalty program. Additionally, male consumers are top of mind for the retailer this year.
  • Digitally native brand Glossier is returning to the brick-and-mortar environment after a multiyear hiatus. The brand debuted a new flagship in SoHo in February designed around emotion and feeling and is opening a store in Chicago, making it the brand’s 10thS. location. Additionally, the brand’s recent rollout to Sephora stores, Glossier’s first major retail partner, demonstrates how the brand is entering a new phase of its business in 2023.
  • Victoria’s Secret is moving away from traditional malls toward a smaller store footprint to attract new shoppers. The retailer, with a total of 812 U.S. stores, recently expanded its new Store of the Future concept, reaching 25 outlets.
  • L’Occitane, with 109 U.S. stores, dabbled in the mono-brand model last month with pop-up locations for its brand Sol de Janeiro, which it acquired in 2021. The pop-up stores offered an educational component, teaching shoppers a lymphatic drainage protocol.

Kline’s Beauty Destinations: Intelligence Center will gather, process, and understand large volumes of data relating to the U.S. beauty retailing industry on an ongoing basis. This robust digital platform will help frequently measure the sales performance of 30+ beauty retailers, track store openings and closures, benchmark against competing retailers, and stay up to date on the latest channel and retailer developments. For an inside look at this new digital platform, please schedule a demo with our team.

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