How SSBeauty is Elevating Beauty Retail through Innovation, Collaboration & Expansion

Shoppers Stop, a prominent retail player with a robust brick-and-mortar presence, has strategically embraced the omnichannel approach, especially post-COVID. Recognizing the dynamic evolution of the beauty landscape, marked by the influx of new brands and the success of Indie and Direct-to-Consumer (D2C) brands, the brand is committed to enhancing its beauty offerings.

In pursuit of this goal, Shoppers Stop has actively sought collaborations and partnerships. One noteworthy alliance is with Karan Johar's "Pout," a lipstick line created for women. This collaboration with MyGlamm, a group closely associated with Shoppers Stop, presents an exciting opportunity to introduce a unique and high-quality product to customers. The novelty of having a male figure spearheading a makeup line adds an extra layer of intrigue to the partnership.

This collaboration is part of a broader strategy, as Shoppers Stop has engaged in various other partnerships. Previous collaborations include a venture with the clean beauty company Vanity Wagon and the introduction of Dyson beauty products into the Shoppers Stop ecosystem. The latest addition to this series of collaborations is the inclusion of Bath & Body Works, which will have dedicated shop-in-shops within Shoppers Stop.

“The strategic partnership with the Good Glamm Group, particularly the collaboration with Karan Johar for "Pout," exemplifies our commitment to delivering diverse and innovative beauty offerings to our customers. The inclusion of renowned brands and personalities aligns with our vision to continually elevate the beauty experience for our clientele,” said Biju Kassim, CEO, Beauty at Shoppers Stop.

Luxurious Collaborative Appeal

Karan Johar's unique qualities and creative expertise play a pivotal role in shaping the collaboration and influencing the creation of the "Pout" range. Renowned for his creativity and diverse perspectives, Johar brings a distinctive approach to every subject, including makeup. His belief that makeup should transcend traditional gender stereotypes aligns with the collaborative vision to offer inclusive beauty products.

The product, managed by the experienced MyGlamm group, known for curating products for personalities like Manish Malhotra, benefits from its expertise in product curation and ingredient storytelling. MyGlamm has introduced remarkable ingredients, especially effective for lip care and plumping, enhancing the overall quality of the "Pout" line.

“Karan Johar's passionate involvement adds a unique twist to the collaboration, particularly in the presentation of the product. The outcome is a luxurious and visually appealing product that caters to a diverse audience. The glamorous presentation, coupled with Johar's personal touch, contributes to an engaging storytelling experience. This not only elevates the product's market appeal but also ensures that the "Pout" concept resonates exceptionally well with consumers, making it a standout addition to the beauty offerings,” asserted Kassim.

Competitive Pricing Strategy

The distribution strategy for the "Pout" line involves a retail price of Rs 799, encompassing 10 shades at the initial launch phase. Each shade is creatively named within the pout theme, complementing the tagline "When in doubt, pout." This pricing strategy positions the product competitively in the market.

To ensure widespread accessibility, the distribution plan spans 95-100 retail outlets, strategically covering diverse locations. The availability of the product extends to both online and offline channels, with Shoppers Stop being a key retail partner. Additionally, collaboration with Nykaa further expands the reach, enhancing the product's accessibility to a broader customer base.

Celebrity-Backed Prestige

The market positioning of the "Pout" lipstick is distinguished by its celebrity endorsement, notably unique as it involves a man creating the product. Positioned at a prestige level in terms of pricing, it falls within the category of D2C and local Indie brands, positioning itself as a standout option in a competitive market.

While not classified as a luxury item, the "Pout" lipstick is strategically priced at Rs 799, striking a balance between affordability and premium quality. The pricing decision reflects the belief in the product's intrinsic value, suggesting that its exceptional quality could justify a higher price point. However, the decision to keep it at Rs 799 makes it an attractive and accessible option for a wider audience.

“Beyond its pricing, the "Pout" lipstick distinguishes itself through its captivating packaging, making it not just a beauty product but also a potential keepsake. The versatility of the product extends to its suitability as a stylish accessory in a purse or a charming addition to any lady's room, further enhancing its overall value proposition. The combination of a celebrity endorsement, innovative creation, and thoughtful pricing positions the "Pout" lipstick as a must-try product with broad appeal in the market,” he explained.

Diverse Brand Portfolio

Within our physical stores, we boast an extensive array of over a hundred brands, while our online platform features an even more expansive selection, reaching up to 250 to 300 brands. The top-performing brands span various categories, reflecting the diverse beauty landscape.

In the makeup spectrum, the company includes renowned names such as M.A.C., Bobbi Brown, and NARS. The skincare domain boasts notable brands like Clarins, Clinique, Laneige, and Innisfree. Recent additions to its lineup include Kiehl’s and Lancome, enriching its curated collection.

Notably, the brand’s fragrance section is a standout destination, featuring sought-after brands such as Dior, Tom Ford, Jo Malone, Armani, Prada, and Versace, among others. “Excitingly, we’re also set to introduce Armani Beauty, Prada Beauty, and Valentino Beauty, with anticipated launches in the upcoming months, possibly in February or March,” stated Kassim.

“Our commitment to offering both prestige and accessible options is evident in our partnership with brands like L'Oreal, Maybelline, Sugar, and Colorbar. These brands cater to a wide audience, ensuring that everyone finds products that resonate with their preferences and budget,” he further highlighted.

Shoppers Stop also showcases its private label, encompassing makeup, skincare, and fragrances. “Excitingly, we're also set to introduce Armani Beauty, Prada Beauty, and Valentino Beauty, with anticipated launches in the upcoming months, possibly in February or March,” he added.

Dynamic Online Landscape

Currently, Shoppers Stop's online presence stands at around 6 percent, reflecting its predominant focus on brick-and-mortar operations. However, it recognizes the evolving landscape and online sales are progressively gaining traction.

“In the luxury space, online sales contribute a modest percentage, ideally ranging from 10-15 percent. Contrastingly, in the mass market, the online share can be significantly higher. This duality presents a dynamic journey, and we anticipate continued growth in our online contributions. As we navigate this landscape, we maintain our commitment to being an omnichannel player, prioritizing an approach where customers can seamlessly transition between online and offline channels. Our focus is on convenience rather than being predominantly promotional or discount-driven, distinguishing us in the retail space,” he explained.

Ambitious Expansion Plans

Currently, the company’s retail landscape includes 104 department stores and 13 SSBeauty stores, marking a substantial presence. It is gearing up for the launch of SSBeauty’s first store in Terminal II in Bengaluru, spanning 3,800 sq ft. Following this, it has plans for another SS Beauty store in Kolkata, poised to be the largest beauty store in the country at an expansive 9,000 sq ft.

“Looking ahead, our expansion plans remain robust. We've recently opened stores in Kochi, Surat, Baroda, Warangal, and Vijayawada, demonstrating our commitment to reaching new cities. In the new year, we envision a continued growth trajectory, aiming to open approximately 15 to 20 department stores annually and an additional 20 to 25 SS Beauty stores,” concluded Kassim.