La Samaritaine and Le Bon Marché pool their beauty market intelligence while preserving their distinctive identities

Since unifying their governance under a single leadership within the LVMH Group in spring 2025, La Samaritaine and Le Bon Marché Rive Gauche have been redefining their approach to the beauty market. While the two department stores now collaborate closely on competitive intelligence and identifying product innovations, they maintain distinct positioning and product ranges, directly aligned with their respective customer bases. Under the leadership of Patrice Wagner, this organisational structure enables the luxury giant to maximise purchasing and operational synergies while preserving the historic identity of each store.

On the Right Bank, La Samaritaine features one of Europe’s largest beauty sections, spanning nearly 3,400 square metres. This space houses a portfolio of 124 brands structured to cater to a balanced mix of visitors, made up in equal measure of domestic and international customers. This diverse customer base calls for a hybrid offer: local customers are drawn to formulation expertise and new launches, while international visitors favour emblematic brands, 18 exclusives, and European excellence.

A shared market intelligence strategy for both department stores

To support this positioning, La Samaritaine relies on a structured sourcing process. Its teams, along with those at Le Bon Marché, monitor pilot markets such as the United Kingdom, the United States, and South Korea. This work is complemented by trend analysis on TikTok and Instagram, participation in specialised trade fairs, and direct dialogue with founders, distributors, and industry experts. For the team at La Samaritaine, the decision to list a brand is based on its desirability, the proven effectiveness of its products, and its potential for commercial growth.

This approach shapes an offer segmented into complementary categories. Today, niche perfumery is one of the most dynamic sectors. “This trend reflects a quest for personal expression: perfume is no longer just a beauty product, but a true marker of personality. Consumers want to discover unique worlds, stories, and olfactory signatures,” the department store notes. This offer complements that of already well-known houses such as Maison Crivelli, Amouage, and BDK Parfums, which are prized by an international clientele. La Samaritaine also features sections dedicated to make-up (Victoria Beckham Beauty, Bobbi Brown, NARS) and skincare (Augustinus Bader, Evidens de Beauté, Skin Cycles). The assortment also incorporates Asian beauty trends (K-Beauty and J-Beauty) as well as a “Beauty Tech” section featuring the exclusive distribution of CurrentBody and its LED masks.

Two very different customer bases

On the other side of the Seine, Le Bon Marché Rive Gauche prioritises a customer loyalty strategy focused on predominantly local footfall (85%). According to Le Bon Marché, this loyal customer base is particularly attuned to developments in the beauty sector, a level of expertise the sales teams are expected to meet. To maintain its appeal and boost visit frequency, the department store on Rue de Sèvres relies on a policy of exclusivity: nearly half of the 130 brands carried there are exclusive to the store.

The department store’s layout has been designed to streamline the customer journey: the ground floor is dedicated to skincare staples (Biologique Recherche, Sensai, Valmont, La Prairie, Aesop, Sisley), perfumery (Celine, Le Labo, Byredo, Santa Maria Novella, Dries Van Noten, Ex Nihilo) and traditional brands such as Dior, Guerlain, and Chanel. Complementary segments are organised into specialised workshops. The Make-up Atelier brings together creative brands such as Charlotte Tilbury, Hourglass, Violette, Westman Atelier, and Suqqu. The Wellness Atelier focuses on niche skincare (Mimétique, Bijo, My Blend) and high-end haircare (La Bonne Brosse, Fauve, Leonor Greyl, Flora). The set-up is complemented by an institute with six treatment rooms, including three permanent spaces managed by Dior, Guerlain, and Biologique Recherche.

Experience as a driver of customer loyalty

Le Bon Marché explains that it works to set itself apart from the competition by integrating a diverse range of services, aiming to transform the store into a living space. In addition to treatment-room services (with Jeanne Casimir, Augustinus Bader, and Tata Harper), the store offers treatments dedicated to facial rejuvenation (Face Kult), Gankin massages (Suqqu), manicures (Kure Bazaar), threading (Blink Brow Bar), and a hairstyling service (PAMA). This offering is complemented by pop-up events, hair and skin assessments, masterclasses and meet-and-greets with brand founders.

Here, too, niche perfumery is contributing to the growth of the beauty sector. “However, Le Bon Marché’s strength lies in the balance across all our categories, with sections that remain harmoniously weighted and complementary. This diversity allows us to offer a rich and coherent selection that meets a variety of expectations while enhancing the store’s overall appeal,” the department store explains.

Thanks to Le Bon Marché’s expertise, La Samaritaine may finally succeed in finding its customer base, which it has struggled to define since its reopening in 2021. While Bernard Arnault recently reaffirmed his confidence in the department store’s situation during LVMH Group shareholder meetings, the Samaritaine/Bon Marché partnership strategy could extend beyond the beauty sector to encompass fashion as well.