The Beauty Cluster held yesterday a new edition of the Beauty Retail Forum. The event that presents the main novelties in the world of retail focused on beauty was attended by more than 150 professionals from the beauty sector in Barcelona.
The day began at 9:30 and was presented and directed by Sara Jiménez, the Communication Manager of Beauty Cluster. With Sara Jiménez, the event attendees were able to discover inspiring, different and disruptive physical points of sale, from Barcelona to Korea, that made the moment of purchase special for consumers and highlighted the importance of creating a unique experience to remain in the memory of those who decide to enter. Afterwards, Rosa Pilar López, Fashion & Beauty Business Director at Kantar, with the latest data, spoke about the current weight of physical points of sale in the beauty market in terms of both volume and purchase value. López also gave some data on the latest changes in consumer behaviour and how inflation and the rising cost of the shopping basket have affected our consumer habits. To close the first round of presentations, Cesar Val delighted the audience with his speech on luxury. In it, he presented several success stories of how brands had managed to get their message across to create a story in which their product was perceived as a luxury. Val explained that in order to understand how the world of luxury works, common sense must be forgotten, as this is a business model that is totally contradictory to that of mass consumption, and he also talked about how important it is to create and develop the desirability of the brand.
After the coffee break and the networking session, Patricia Carballedo, General Director of the Spanish Retail Association, explained some of the keys to retail and what are the best practices to evolve in physical points of sale. Carballedo also explained the main trends in the beauty market and how brands must adapt to what different generations are looking for. Afterwards, José Antonio Andreu, CEO of ShopperTec, explained the importance of data in improving the consumer experience in retail and how it can be key in the expansion process. The CEO of the company also spoke about the impact of Generative Artificial Intelligence and how it can help the retail sector in different channels.
Two round tables closed the day full of learning about the consumer and the physical point of sale in the beauty ecosystem. The first, focused on the pharmacy channel, was moderated by Ivan Borrego, General Manager of Beauty Cluster and was attended by Arián Güell, from NAOS Skin Care, Belén Dieste from Beiersdorf, Laura Rabinad from Dermofarm and Alegría Isern from FEFAC. During this debate, attendees were able to ask their questions to the members of the round table in which they discussed the figure of the pharmacist as the main prospect for dermo-cosmetic products and pharmacies as reference establishments for dermo-cosmetic products. Influencers also had a place in this debate, especially the figure of the pharmacist as a disseminator of content through social networks, who concluded that it was a 'win-win' relationship for both parties. The second round table, and last intervention of this edition of the Beauty Retail Forum, was to discuss how to successfully work omnichannel. The round table was moderated by Patricia Carballedo, from the AER and included the participation of Luís Rodriguez from Bella Aurora, Matías López from Pure Skincare, Isabel Cervelló from MiiN Cosmetics and Rosa Pilar López from Kantar.
The event, which was sponsored by Dachser, ended at 14:00h and the attendees were invited to the next edition, still to be confirmed in 2025.