Sephora To Test Beauty Drinks and Supplements

Beauty retail giant Sephora is the latest company to understand that beauty on the outside gets its start inside. That’s why Sephora, which is owned by LVMH Moët Hennessy Louis Vuitton, will unveil a new, in-store beauty concept emphasizing nutritional supplements and drinks this fall in France.

According to the company’s market research, the majority of women today are less concerned about the onset of wrinkles (the target of most facial skin care products) than about how best to achieve general well-being.

At first, Sephora will stock about 10 brands of nutritional supplements and drinks. So far, the lineup includes Fushi, Dr. Perricone and Dr. Murad, plus the perfumery’s own brand — including its 24H Slimming Program.

The bar, measuring about 22 square feet, will be added to 27 of Sephora’s more than 200 doors in France in September, the same month that advertising for the concept will break countrywide. Then, depending on how it functions, “healthy and beauty” could be rolled out further next year.

“Today, we think nutritional complements are indispensable to beauty,” Natacha Dzikowski, global brand image director of Sephora, told Women’s Wear Daily. Until now, such products were predominantly available in France through pharmacies, supermarkets, hypermarkets and online.

Ms. Dzikowski explained Sephora has signed a consulting nutritionist to help it concoct veritable beauty regimens, including detox and diet programs. There will also be information given on which nutritional supplements and drinks, plus skin creams, round out the various “menus.”

“Women today need this kind of information,” she continued. “We will give them a full health regimen.”