ALREADY controlling around 70% of the pharmacy fragrance market, Chemist Warehouse (CWH) has set its eyes on even greater targets with hopes of turning that sector of the market into a billion dollar business.
The huge pharmacy chain has launched a new model for fragrance called 'Ultra Beauty', its first site being at the Paramount Centre on Melbourne's Bourke Street, which debuted at the end of last year in time for Christmas.
CWH Chief Operating Officer Mario Tascone told News Limited that the Ultra Beauty 'store within a store' model would provide a new home for exclusive fragrance and beauty products.
He highlighted brands such as YSL, Lancome, Ralph Lauren, Armani and Paco Rabanne that have already come on board, with Coty set to join the party this year.
Ultra Beauty sites are designed to bring the ambience, look and feel of department store beauty settings, he said.
Tascone explained that at this stage the total fragrance market in Australia is sitting at around $800 million, but he sees opportunities to grow this - especially in regional centres where department stores have closed their doors.
While the CWH style is "at odds" with this type of entry, most major regional centre stores have a large footprint and can easily incorporate the model in their space, he said.
Tascone said the organisation was "rapt to have L'Oreal Luxe's portfolio of brands on board as part of Ultra Beauty line-up.
"The Chemist Warehouse group has over two million customers shopping in store every week across Australia and now, with Ultra Beauty ready to roll out, we are well positioned to help grow this category to the billion-dollar mark."
The above article was sent to subscribers in Pharmacy Daily's issue from 25 Jan 19
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