Through this GIE, Passion Beauté and Beauty Success intend to gain access to dedicated offers that meet manufacturers' volume requirements. This joint capacity will enable the two brands not only to strengthen their positioning as specialists, but also to increase their competitiveness vis-à-vis the national networks that dominate perfumery distribution.
The GIE's primary objective is to enable both brands to offer even more attractive and differentiating products and services, in line with growing consumer expectations.
This EIG is also likely to welcome other players in the selective perfumery sector, in order to consolidate the position of independents in the market.
Beauty Success and Passion Beauté are two independent networks operating in the luxury perfume and cosmetics retail market, as well as in the beauty care market. Passion Beauté is organized as a retailers' cooperative (120 perfumeries-institutes) and Beauty Success as franchises and branches (320 perfumeries-institutes). Both brands have a local network, marked by a strong local presence, with their respective outlets located in medium-sized towns. Geographically, the Beauty Success and Passion Beauté networks are complementary. The two brands also share a strong sense of proximity and service.
