Case Study - Cosmetics 27
- James Desindes
- Apr 11
- 5 min read
What you will find:
EXECUTIVE SUMMARY
Client Objective
Cosmetics 27, a high-end natural skincare brand with science-backed formulas and patented ingredients, needed help getting into top department stores to build their reputation and reach customers who care about quality skincare.
Our Solution
Beauty Expert Consulting used its Retail Access Program to open doors at top department stores. We used our strong relationships with buyers and deep market knowledge to get Cosmetics 27 into France's best retail locations and create paths to international markets.
Key Results
Successfully secured placements in 4 high-profile luxury retail environments in under 7 months
Established brand presence in Galeries Lafayette (3 months), Printemps (6 months), La Samaritaine (6 months), and China market entry (7 months)
Created an accelerated market entry timeline compared to industry average (12-18 months)
Positioned Cosmetics 27 alongside established luxury skincare brands, elevating its market perception
Made available at 4 premium retaile locations:
Galeries Lafayette (France): Luxury Department Store
Printemps (France): Luxury Department Store
La Samaritaine (France) : Luxury Department Store
Large distributor in China : Luxury retail chains and online placements
ABOUT COSMETICS 27
Founded By | Michèle Evrard, pharmacist and expert in R&D and cosmetology |
Brand Philosophy | "Empower Your Skin" - developing regenerative skincare that helps skin regain its natural self-regenerating capabilities |
Product Innovation | Patented CICA-MA2® Complex derived from Centella Asiatica plant |
Positioning | Premium natural, science-backed skincare at the intersection of clean beauty and proven efficacy |
Target Market | Premium skincare consumers seeking effective, clean formulations |
Cosmetics 27 represents the next generation of regenerative skincare, with formulations containing up to 25% active ingredients and over 92% natural origin ingredients. The brand pioneered the concept of "clean cosmeceuticals," bringing together green chemistry, sustainability, and clinically-proven results.
THE CHALLENGE
Cosmetics 27 faced several strategic challenges that required expert navigation to realize their full market potential:
Crowded Market
The natural skincare market is packed with brands all fighting for limited shelf space
Department stores usually favor big, well-known global brands
Getting a new brand accepted means winning over multiple teams: buyers, operations staff, and finance people
Complex Retail Relationships
Each department store has its own way of working with brands
Store buyers see hundreds of new brands every month
New brands need special strategies to stand out and be taken seriously
Different International Markets
Each country, especially China, has its own rules, cultural needs, and ways of doing business
Entering foreign markets requires knowing the local retail landscape
A brand's image needs to be adjusted for what customers in each market want
While Cosmetics 27 had excellent products with unique science behind them, turning great products into great retail presence needed insider knowledge and strong industry connections.
OUR APPROACH
Beauty Expert Consulting implemented our proprietary Strategic Retail Access Program, a comprehensive methodology developed through decades of industry experience:
1. Brand Story Development
Carefully reviewed what makes Cosmetics 27 special and different
Identified key selling points: their patented CICA-MA2® Complex, natural technology, and proven results
Created compelling presentation materials highlighting the science behind the products
Built different versions of the brand story for each department store based on what they look for
2. Finding the Right Retail Partners
Used our detailed retailer database to find the best stores for the brand
Looked at each store's customer base to make sure they matched Cosmetics 27's ideal customers
Studied which other brands were sold at each location to find the perfect spot for Cosmetics 27
Made a step-by-step plan for which stores to approach first, second, and so on
3. Meeting with Store Buyers
Called on our existing relationships with important store buyers and directors
Got meetings with the right decision-makers at each target store
Presented Cosmetics 27 in ways that showed how it would fit each store's beauty section
Arranged product demos and provided samples to the people who make buying decisions
4. Making the Deal
Used our industry know-how to negotiate good terms for the brand
Created agreements that gave Cosmetics 27 great visibility in each store
Made sure the deals protected the brand's high-end image and pricing
Handled practical details like inventory planning and how products would be displayed
5. Launch and Growth
Managed all the details for getting products into multiple stores
Trained store staff so they could explain the products well to customers
Set up ways to track how products were performing
Used the success of first store launches to build excitement for entering new markets
KEY SUCCESS FACTORS
Beauty Expert Consulting's ability to deliver exceptional results for Cosmetics 27 was driven by several key factors:
Strong Store Buyer Relationships
Our team has built trusted relationships with the people who decide which brands get shelf space in top stores. We've spent years building these connections and have a reputation for bringing only the best brands to stores. These relationships opened doors for Cosmetics 27 that would normally be hard to access.
Knowing How to Position Brands
We recognized that Cosmetics 27's strength is its combination of natural ingredients and scientific results. By focusing on their special CICA-MA2® Complex and green technology, we created a story that got retail buyers excited about adding something new to their beauty departments.
Understanding Each Store's Needs
We know what each department store is looking for in their beauty section. This helped us present Cosmetics 27 not just as another skincare line, but as something that would add value to each store's specific beauty offering and attract their customers.
Expert Launch Management
Our team handled all the moving parts of launching in multiple stores at once. From making sure products arrived on time to training store staff, we made sure everything went smoothly, showing stores that Cosmetics 27 is a professionally run brand that meets high standards.
Global Market Know-How
Our team's experience in international markets, especially China, helped navigate different countries' rules and requirements. This was particularly helpful in speeding up the brand's international growth while keeping its image consistent across different markets.
Impact and results
Words from Cosmetics 27 and retail partners
Michèle Evrard, Founder of Cosmetics 27: “Beauty Expert Consulting arranged key introductions to department store buyers that would have been difficult for us to access independently. Their knowledge of the retail landscape saved us time and helped us avoid common pitfalls. The team presented our scientific formulations in practical terms that made sense to retail partners.”
xxx, Beauty Buyer at Galeries Lafayette: “The presentation for Cosmetics 27 was well-prepared and addressed our specific requirements. Beauty Expert Consulting provided all necessary information upfront, which simplified our evaluation process. The onboarding was handled efficiently with good attention to operational details.
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