Call of the MallSlide 2Slide 3Slide 4Slide 5Slide 6Slide 7Slide 8CosmeticsSlide 10Call of the MallNose and Toes•Low profile tenants by the doors•All stores need a decompression zone–“Nothing too close to the door really registers. If there's a sign, you probably won’t read it. If there's a display of merchandise, you’ll barely notice it.”•How do you buy shoes?•Do something to inform, cross sell or entertain while you wait.•Shallow loop•Busy Shoppers•Heavier users of ATMs•Meal Replacement•“There are many labels, each with its own niche and devotees, but for the most part the firms all buy their products from the same small group of factories. The cost of a lipstick and its packaging is around a dollar or so. The rest is marketing, distribution and a whole lot of profit.”•Low end make-up (Mass)–Revlon, Cover Girl, Maybelline•High end make-up (Class)–Lancôme, Estee Lauder•Boutique brands–Bobbi Brown, MAC, Aveda•From Fun to way of life (Trade up?)•Sephora open to sale•“The purchase of cosmetics is as pubic as a private art form gets.” (massage)•Fishing–“In fact, we learned that if the clerk approaches the shopper within the first thirty seconds, it scares her away. The trick is to let he customer browse unaided, then watch her carefully for the first time she raises her head, even for a second.”Cosmetics•They are every where•Bought on impulse•Never on sale•Gift with purchase•Nose and Toes matter most•Always shop both shoe and cosmetic counters•No space to sell•Not enough mirrors•Not properly illuminated•Testers look ugly•“Everybody has a problem with pencils.”•Who is the star?–Halle–Sales
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