Daily Insights

Unusual Partnerships

By: Alizah Asif Farooqi | Jun 05, 2019

The French beauty market is notoriously difficult to enter, but those that recently found success have leveraged local retailers.

This also extends to non-native beauty specialists, with U.K.-based beauty supplier Feelunique joining forces with established French retailer La Redoute, offering French consumers around 4,000 SKU’s. Both parties benefit from this union — Feelunique receives exposure to La Redoute’s 13 million monthly visitors and La Redoute expands its beauty product offering.

To differentiate from its French site, Feelunique exclusively sells a small selection of products on La Redoute — notably mass-market brands. To increase awareness in all beauty categories, both retailers have backed their partnership with Google paid search investments on nonbranded keywords. As a result, both Feelunique and La Redoute witnessed the greatest lift in skin care and fragrance visibility year over year. However, this boost seldom benefits brands, as La Redoute’s paid search ads on Google heavily favor non-enterprise brands — with the exception of L’Oréal brands that gained nearly a quarter of all mentions according to Gartner L2’s recent report on the topic.