Product Training BEAUTY FRAGRANCE For internal use only

Fragrances are very subjective and often a highly personal Fragrance has the highest average selling price (ASP) within purchase. We offer a broad assortment of fragrances to suit a Beauty so customers often consider this to be a luxury purchase range of budgets and tastes. or special gift. Many customers repeat purchase the same fragrances, however The bulk of trade comes across gifting periods and at launch our store environment enables them to try a range of products where brands will invest in additional visibility with us, such as and discover the scent that is right for them. promotional sites. FIVE

THINGSMUST KNOW INFO

FRAGRANCE FAMILIES ANCILLARIES & COFFRETS 1 The combination of notes that make up a fragrance can 3 Most fragrance brands also produce bath and body be split into four main groups or families.5 Whilst there products such as shower gel, body lotion or deodorant. are a variety of notes within each family, customers These are called ancillaries and will result in a longer generally tend to buy into the same families again and lasting scent when used alongside the fragrance. again. At key gifting periods we buy in coffrets which are gift Floral - Floral is the most popular and easily recognisable sets including the fragrance and accompanying ancillaries. of the families and the most feminine. Popular notes These usually offer value versus buying the products include rose, jasmine, peony and tuberose. separately. Oriental - Oriental fragrances largely incorporate ingredients originating from India and Arabia. Heavier warm notes such as spice and musk make these most SIZING suited to eveningwear. 4 The most popular size for fragrance is 100ml, however Woody - Woody fragrances are highly distinctive. Popular 35ml and 50ml are also popular as they are more suitable ingredients include sandalwood, patchouli and vetiver. for travel. Oud is a very reconisable ingredient which is particularly popular with Middle Eastern customers. Some brands offer travel sprays particularly for this purpose. Discovery sets incorporating multiple fragrances Fruity - Fruity fragrances are uplifting and clean. They from one brand in a smaller format are also very popular. usually take the form of a cologne or . Most suited to warmer days, popular notes include Some brands also offer larger sizes, up to 250ml. The lemon, bergamot, orange and grapefruit. larger the size of the bottle, the more value the customer gets ml for ml. CONCENTRATIONS 2 The percentage of relative to water (the main ingredient) will determine the strength of a fragrance. The stronger the concentrate, the longer the fragrance will last on the skin and the higher the price point. Parfum is the strongest concentrate, between 18 - 40%. This is intense and long lasting and should be dabbed sparingly on the skin, otherwise it will be overwhelming. Eau de Parfum (EDP) has a concentration between 10 - 20% and can be in spray or pour format. EDPs give a longer lasting scent at a more accessible price than a Parfum Eau de Toilette (EDT) is the most poplular and afforable concentration, although they vary widely from as little as 4% to 14%. EDT will not last as long on the skin as an EDP or Parfum and may need to be reapplied. EDTs contain fewer essential oils, hence the lower price point. is weaker than EDT with a fragrance concentration of 3 - 5%. Aftershave is the weakest men's fragrance with less than 3% fragrance concentration.

2 Product Training - BEAUTY, FRAGRANCE SUPPLIERS & BRANDS 5 Many of our mass fragrance brands are owned by beauty ORANGE SQUARE or fragrance houses. Creed, Maison Francis Kurkdjian In store this means that consultants will often be shared PUIG across the brands. Prada, Carolina Herrera, Paco Rabanne, Jean Paul Gaultier, In Head Office it means we have one point of contact for Comme des Garcons multiple brands. This does mean that any supply issues with a supplier may affect multiple brands. SHISEIDO COTY Elie Saab, Issey Miyake, D&G, Narciso Roderiguez Tiffany, Hugo Boss, Bottega Veneta, Marc Jacobs, Miu Miu, ARAMIS Calvin Klein, Stella McCartney, Burberry, Chloe, Gucci Zegna, Michael Kors, Aramis L'OREAL CLARINS Giorgio Armani, Emporio Armani, Ralph Lauren, Diesel, Mugler Viktor & Rolf, Valentino, Artelier Cologne, Maison Margiela ASPECTS KGA Versace Cartier, Bvlgari, Coach, Jimmy Choo, Dunhill, Montblanc, DIRECT BRANDS Kenzo, Goutal, Van Cleef & Arpels Hermes, Acqua di Parma, Givenchy, , Floris, ESTEE LAUDER Miller Harris, Floral St. Tom Ford, By Kilian, Frederic Malle,

3 Product Training - BEAUTY, FRAGRANCE YOUR

CUSTOMERBEING A DETECTIVE

BASIC QUESTIONS What other fragrances or brands does the customer like? This will give you an idea of the fragrance families or notes that the customer enjoys and you can recommend something similar, such as a rose based fragrance or a new launch from their favourite brand. How much is the customer looking to spend? Most customers will have a budget in mind when shopping for a fragrance. This will help you easily identify suitable brands that the customer is more likely to purchase. Testers are an important part of the customer journey. Make sure the customer feels comfortable to try fragrances they are interested in and that testers and blotters are provided.

IS IT FOR A SPECIAL OCCASION? If your customer is looking for a fragrance for a special occasion such as a wedding, then they are likely to be looking for a high quality fragrance that will be long lasting. A suitable recommendation would an EDP or Parfum. Customers shopping for a special occasion are also likely to have a higher budget.

IS IT A GIFT? Fragrances are a popular gift, however it can be hard to pick a fragrance for someone else. If the customer has a particular fragrance in mind, see if you can upsell them to a coffret or add an ancillary to the purchase. Many of the brands offer gift wrapping or personalisation, so this may be of value to a customer shopping for a gift.

4 Product Training - BEAUTY, FRAGRANCE OUR

RANGEGOOD TO KNOW

WHY BUY JOHN LEWIS & PARTNERS? ADD ONS All of our products represent excellent value for their price, Many of our brands also offer colour reflectives (make up), so if both within our range and across the wider market. Our range, a customer is particularly engaged with a specific brand this could combined with the service we provide, ensure customers be a good opportunity to cross sell. return to shop with us time and time again. Familiarise yourself with the ancillary collection as well as the It is important to make sure the customer is offered the best main fragrances. product for them, not necessarily the most expensive. As the prices increase across the range you will see some of the SERVICES following differences: PERSONALISED PACKAGING GOOD Many of our brands offer personalised packaging which is Within our 'good' range you will largely find especially desirable when customers are looking for a gift. Also lower concentration EDTs and more affordable look out for gift with purchase offers and personalisation events. brands that are in wide distribution. Examples of DELIVERY & COLLECTION 'good' brands include Hugo Boss, Calvin Klein Standard delivery is free for online orders of at least £50 and and Jean Paul Gaultier. costs £3.50 if spending less. Click & Collect is free from selected John Lewis & Partners or Waitrose & Partners stores for orders BETTER of at least £30 and costs £2 if spending less. Within our mid 'better' range you will find a mixture of higher concentrate EDT and EDPs from more premium brands such as Givenchy, JOHNLEWIS.COM Atelier Cologne and Prada. It's important to use our website to explore the full range with your customers as not all stores can display everything. You can BEST compare the features of up to four products side by side. Our best range includes our premium niche brands which are in smaller distribution. The higher price point is reflective of the high concentration of these fragrances and luxury packaging. Example brands include Creed, Maison Francis Kurkdjian and Diptyque.

5 Product Training - BEAUTY, FRAGRANCE CUSTOMER

SCENARIOSWHAT WOULD YOU DO?

YOUR CUSTOMERS NOTES Look at the four customers below and think about the range you would show them. down your ideas and discuss them with your buddy or another Partner.

BETH Beth is on a budget and looking for a fragrance for everyday. Her current favourite is rose based.

LILY Lily is looking for a gift for Mothers Day..

LUCY Lucy is getting married and wants a special fragrance that will last all day..

ALEX Alex wants a new fragrance for holiday. He is only taking hand luggage.

6 Product Training - BEAUTY, FRAGRANCE