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Shoppers Drug Mart launches more beautyBOUTIQUEs

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Shoppers Drug Mart's beautyBOUTIQUE in Ottawa's Rideau Centre

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TORONTO — Shoppers Drug Mart (SDM) has debuted its sixth and seventh enhanced beautyBOUTIQUE store-within-a-stores in Ottawa and Montreal.

The Ottawa boutique was unveiled at a store in the Rideau Centre. The Montreal boutique, named galerieBEAUTÉ, was unveiled in a Pharmaprix unit on Rue Sainte-Catherine. It is SDM’s first enhanced boutique in Quebec.

The 4,000-square-foot boutiques feature new fixtures, digital signage, enhanced fragrance and skin care areas and provide customers with a luxurious retail environment complemented by a wide assortment of prestigious brands.

“Our goal is to offer a unique and inspiring experience leveraging our customer insights in beauty while also integrating emerging customer trends,” said SDM president Mike Motz. “Shoppers Drug Mart has always pushed the envelope when it comes to the beauty category and, as a result, we have become the market leader in mass and prestige cosmetics, fragrances and skin care products and the beauty destination of choice for Canadian women.”

The design was inspired by a gift box and the idea of unravelling a ribbon to reveal the present. The ribbon concept can be seen in the elements of the store design, including the digital signage wrapped around the boutique and the finishing elements extending over the fixtures to the ceiling. The design allows customers to feel comfortable browsing in an environment that is modern, sleek and interactive while also catering to their need to complete their shopping quickly.

“We are thrilled to continue to evolve and enhance our concept by modernizing the fixtures, adapt to changing shopping behaviors, incorporate new communication vehicles like digital signage and grow our brand assortment to include new prestige vendors,” said vice president of category management Cathy Masson. “We introduced this new concept all while holding true to our principles of knowledgeable and unbiased service in an enjoyable and convenient shopping experience.”

The fifth enhanced boutique opened this year in a store in the iconic Runnymede Theatre in Toronto. All components of the theater that have historical relevance and character were preserved, adding a unique twist to the store. The design and construction intent was to respect the legacy of the building, while giving new life to the space. The commercial space represents a stage, with the cosmetic brands, specifically fragrance, being the actors. To glorify the center of the atrium, the floor tile design pattern evokes the essence of a star. To increase the feeling of the consumers being spectators, inspiring images project onto the ceiling.


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