BEAUTE LUXE : to ensure that the customer finds the biggest international brands near his home ...
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Company Profile
BEAUTE LUXE : to ensure that the customer
finds the biggest international brands near
his home ...
F
rom an outsider to a leader in the world’s most complex markets in less than three years, BEAUTE
LUXE is now «the» most prominent perfume and cosmetics distributor in the sector. Beauty giants
such as L’Oréal, Puig and Hermès have entrusted them with their distribution. Whether in Africa,
Asia Pacific or Eastern Europe, BEAUTE LUXE, whose primary expertise concerns Travel Retail, has now
also become a leader in local markets!
Created in 2019 by David Dayan, known to all the major players in the luxury and beauty industry with
more than 30 years of experience in the selective distribution of luxury brands, BEAUTE LUXE has grown,
despite an unfavorable socio-economic context.
There is no doubt that this group has a great future ahead of it.
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Company Profile
them in Duty-Free zones. And here I job needs to be done”. Having a perfect
am, a few years later, president of an knowledge of the terrain and the customs
international perfume and cosmetics and traditions of each region in which
distribution group. Travel Retail and we distribute is extremely important. You
luxury goods are in my DNA”. have to be able to deliver the goods to
the most isolated places. This is a signi-
You have been a lecturer in the largest ficant investment for both the brands we
business schools in France (HEC Essec, distribute and for ourselves, we have no
ESC Reims, etc.), teacher at ESCE or Sup right to make mistakes.»
de Luxe and have created the Bachelor
degree in the luxury sector at the Institute What are your added values in the new
Superior of Commerce, and that of Travel markets?
Retail at the Conservatoire National des D.D: “Obviously: expertise. The big
Arts et Métiers in Paris. Is it important brands already established in Africa,
for you to pass on, to encourage new Asia-Pacific, Eastern Europe, or those
Can you briefly tell us about BEAUTE generations to join this sector? who want to find a place there, have
LUXE and its genesis? D.D: “Transmission is the key! What is already understood this. We have opened
David Dayan: «I would say that today the point of working sometimes more than up new markets, which is no small feat.
I am one of the veterans of the luxury 20 hours a day if everything evaporates As I like to say, we are an international
and selective retailing industry who, when you retire? We do not build houses group on a human scale, and this is
over 30 years ago, helped make Travel of cards! It is essential to pass on its reflected in our relationships with our
Retail what it is today! Many areas in knowledge to future generations so that partners. In addition, I make it a point
the world do not have access to major they in turn can promote the luxury sector of honor to visit each new market in
brands of beauty products when demand around the world. I am part of a genera- person in order to assess the risks and
is extremely high. Large groups often have tion of Pathfinders, the next generation to opportunities as precisely as possible for
neither the agility, nor the flexibility of
adaptation, nor the logistical structures
develop what we have built. I encourage
my students to be curious, to travel as
each brand that we distribute. Once the >
necessary to adapt to the areas of certain much as they can and in immersion, if
specific markets «with high potential» possible, to capture the essence of each BEAUTE LUXE in figures
such as Africa, Asia-Pacific or even country and understand the needs and
Eastern countries. We therefore started by particularities of each market. When it • A presence in nearly 70 countries
developing the duty-free trade in border comes to Travel Retail, nothing is ever on 3 continents (Africa, Asia-Paci-
shops (small border shops) then the large set in stone, so you always have to stay fic and Eastern Europe), so around
groups gradually entrusted us with their up to date to build up real expertise and 1,500 points of sale such as Borders,
local distribution. And here we are, two stay in this business «. ports, airports, diplomatic stores,
years later, distribution leaders in these etc. which concerns local markets
new markets! « Today, with BEAUTE LUXE, you embody (supermarkets, perfumeries, hair-
a true Success Story. Do you want your dressing salons and very soon in
What is your background and where does example to serve as a model for new our own perfumeries).
your passion or appetite for the world of generations? • A turnover up to 43% over the
luxury and beauty come from? D.D: «The thing to remember is that luck last 3 years.
D.D: “I fell into the pot more than 35 favors the bold! Try, fail, learn from it and
years ago! I have traveled from country try again! You learn from your failures,
• A portfolio of around fifty brands
to country since I was a child, airports not from your successes! Undertaking to
distributed in tax-free areas and
no longer hold any secrets for me. I lived bequeath something bigger than you is
local markets.
in Africa, Asia, and the United States obviously not within everyone’s reach. It
(for my studies) where I obtained an means a lot of sacrifice and self-sacrifice
MBA in International Marketing then but seeing the world change and evolve
I studied at the Gemological Institute through our efforts is extremely rewarding.
of America where I obtained a diploma « The watchword today is «adaptability»,
in Gemology, which allowed me to each country adapts differently, and we
join Van Cleef & Arpels as Purchasing must therefore tailor each day according
Manager in Thailand. Sometime later, to the health situation.
I accepted the position of Asia Pacific
Export Director at Givenchy, where I You say that the main thing in your job
took my first steps in the very closed is to be efficient and know how to gain
world of Travel Retail. Subsequently, I the trust of your partners. Can you tell
set up my global distribution company in us more about this?
Travel Retail with the Lacoste brand as D.D: «We distribute high-valued and
the sole client for 13 years. My company “Sensitive” products in some of the
having forged a good reputation in this world’s most dangerous markets, some-
area, many luxury brands have entrusted times because of the political and socio-
us with their distribution in this sector economic context, sometimes because of
of activity in order to quickly establish poor road infrastructures and yet “the
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Company Profile
the acceleration of the digitalization of At the end of 2020, you signed a partner-
Major partner brands the purchasing process and direct sales in ship with the PUIG group and then in 2021
stores are complementary. The growing with the HERMES group to distribute
BEAUTE LUXE works with large socio-environmental demands of consu- your brands on the Travel Retail market
groups such as PUIG and L’OREAL mers will have to be more than ever at in Africa. Besides this market, what are
and distributes major brands such the heart of development strategies to your other projects for BEAUTE LUXE?
as Hermès, Yves Saint Laurent, satisfy a growing desire to find a more D.D: “Thanks to the strength of our retail
Lancôme, Ralph Lauren, Carolina authentic way of life. Millennials, Gen Z network in stores, from the start of the
Herrera, Jean Paul Gaultier ... and their influencers will also be one to pandemic and at the request of certain
BEAUTE LUXE’s selection criteria: watch because they are now the voice of luxury groups, we supplied numerous
brand reputation, supply, marketing, consumers! But above all, luxury homes stores in local markets. In January 2021,
communication, but above all, a real must have a pragmatic and concrete we therefore decided to open a new unit
desire to collaborate in order to be approach to business, considering the within our group: BEAUTE LUXE DIS-
able to best transcribe the brand’s good old law of supply and demand. TRIBUTION. To begin with, we are
image in these markets. And believe me, the demand is high, it going to distribute the products of the
just shows up in other forms! It’s up to L’Oréal group in supermarkets (Narta,
us to be creative in order to respond to Ushuaia Garnier, Mixa, etc.), but also
them as best as possible”! professional L’Oréal products in all
> markets are open, our local teams take
over to always maintain proximity with How has BEAUTE LUXE adapted to the
hairdressing salons and cosmetics shops.
And finally in pharmacies or drugstores,
our retailers”. recent context of the health crisis, resulting the La Roche Posay, Vichy or Cerave
in a significant drop in air traffic? ranges. We have also been working for
What is your vision of the beauty and DD: “In reality, BEAUTE LUXE was some time on a project of ten own-named
Travel Retail market? created in the first place to develop and perfumeries on this continent, so we
D.D: “The frontiers of luxury are structure, among other things, the trade will also become a retailer to be able to
shifting, and it is now towards new in duty-free shops, and in particular in meet the standards of the biggest luxury
markets that we must look. BEAUTE “Border shops”, which abound at the brands! A huge project which should see
LUXE opens up new perspectives to be borders of each country and represent the light of day in 2022”.
truly present wherever the customer is. more than 15 % of duty-free sales sector.
Hyperlocation and ultra-targeted offers We noted that border customers preferen- Finally, you, who travel a lot, how do you
will now be part of the future of Travel tially made their purchases in duty-free consume Duty Free?
Retail. It is obvious that the luxury shops. We have adapted our distribution D.D: «Obviously Duty Free all over
industry is called upon to reinvent itself and therefore suffered relatively little the world are the only places where I
in order to renew growth. Long before from the situation because, in a way, we have time to consume. Paradoxically,
this crisis, strong signals indicated that mainly reach “local” customers. As far as I think I’m a «normal» customer and
the market would be marked this year health precautions are concerned, we have don’t hesitate to take advantage of the
by the digitization of purchasing paths. supported our retailers by helping them often-exclusive product offers called
After confinement, I think that travel to set up “call and collect” and “click TREX (Travel Retail EXclusive) that
will resume but that customers will retain and collect” during lockdowns. For the airport stores offer.»
certain “border shops” and dematerializa- smallest structures, we have set up micro-
tion reflexes. Luxury brands will therefore credit systems and we have equipped them
have to find a happy medium, so that with computer equipment”.
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Company Profile
An eco-responsible group A lot of projects in our boxes!
BEAUTE LUXE respects a Innovating and developing the various distri-
flawless logistics, which is essen- bution channels ... BEAUTE LUXE recently
tial in order not to have a dis- concluded a local distribution agreement in
proportionate impact on ecology Rwanda, Uganda, Burundi, and Tanzania.
and regularly educates its teams The group will also expand its portfolio by
on this subject. The group takes including mass distribution products, such
care to measure and limit the as L’Oréal for Mixa, Ushuaïa, Elseve etc.
carbon footprint of each of its BEAUTE LUXE has just opened two new
transports and gives maximum subsidiaries, in Kampala in Uganda and in
priority to electric vehicles for Kigali in Rwanda to take care of this new
its deliveries. BEAUTE LUXE distribution. Finally, BEAUTE LUXE will
also has a partnership with launch a luxury perfume network in its own
specialists for the collection and name in Africa. Objective: to open around
recycling of its waste. The group twenty perfumeries on the African continent
has also invested thousands of within 5 years. Two first perfumeries should
euros in recycling and purifying therefore see the light of day in early 2022
its wastewater. BEAUTE LUXE in Tanzania and Rwanda.
also provides advice to its par-
tner brands, particularly on
product and packaging aspects
A group that offers opportunities
and CSR commitment. Short BEAUTE LUXE has just recruited around
distribution channels, local pro- twenty employees for its Dubai unit and its
duction of furniture and use new subsidiaries. When establishing itself in
of recycled materials, recourse new markets, the group insists in creating
to renewable energies, so specialized local units. Human capital is at
many important axes which the heart of BEAUTE LUXE’s HR priorities.
are at the heart of BEAUTE The more experts the group has, the more
LUXE’s sustainable strategy. it will consolidate its leadership position
and be able to best meet the expectations
of its partners.
More Info www.beauteluxedf.com
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