Nocibé launches upgraded boutique centered on well-being
The layout centers around the brand's reimagined 'Instant Institute,' now positioned as a key part of the in-store experience. Customers can drop in for express services—such as facials, spray tans, and other treatments—with or without an appointment. The space also features an OPI nail salon and a custom perfume engraving station.
Toward the back of the store, Nocibé has also revamped its traditional beauty institute. Designed to feel more private and personalized, this section now includes a 'Head Spa,' offering scalp-focused treatments as part of the brand's broader approach to holistic beauty.
To showcase product variety, the new concept store highlights a curated selection of partner brands in two dedicated zones: the 'Coup de Cœur' table, featuring a rotating edit of skincare, makeup, and hair care products, and the 'Guest' corner, which spotlights up-and-coming fragrance labels. Shoppers will also find exclusives such as Dolce & Gabbana Makeup and Le Rouge Français, displayed alongside Nocibé's private-label offerings.
'Now more than ever, we're doubling down on what makes us unique by putting beauty services at the heart of the in-store experience,' said Nicolas Debray, CEO of Nocibé. 'We're also strengthening our omnichannel capabilities with digital features like Express Click & Collect for one-hour pickup, and our 'Choix +' service that gives access to thousands of online products with home delivery. Our goal is to deliver a fully integrated, personalized beauty experience focused on well-being, attentiveness, and the expertise of our team.'
The store opening is part of a broader expansion plan scheduled to continue through the end of 2025. A subsidiary of Germany's Douglas Group, Nocibé currently operates around 500 stores and 400 beauty institutes across France. Founded in Lille in 1984, the brand posted €164.3 million ($192.2 million) in revenue during the second quarter of its 2023–24 fiscal year—a slight dip of 2.5% year-over-year.
(€1 = $1.17)
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