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Beauty Spot: Jacks Beauty Department, the one-stop beauty shop in Berlin
Beauty Spot is a regular feature on The Mintel Blog, giving readers a virtual tour of the hottest beauty retail concepts in trend-setting cities around the globe…
Make-up artist Miriam Jacks has a very high profile in Germany, especially in Berlin. In 2009 she opened her first store in Sredzkistrasse, a quiet street in Berlin’s Prenzlauer Berg area. From these small beginnings her business quickly expanded and in 2011 she was appointed L’Oréal’s National Make-up Artist.
Jacks opened her first store in Munich in 2013, quickly followed by a school for make-up artists in Berlin in 2014, with plans for further expansion. In late 2014, Jacks also opened a large store in Berlin’s Bikini Concept Mall which, despite being described as a temporary fixture, is still up and running.
The latest development in Jack’s beauty store empire is Jacks Beauty Department, located on Kastanienallee, one of the most high-profile streets in the entire Prenzlauer Berg area.
International niche beauty
In total, the store carries some 25 premium and niche beauty brands, including quite a few organic labels. Karmameju, for example, is an organic skin and body care range from Denmark, Grown Alchemist comes from Australia and John Masters Organics is from the US – just to name a few.
Given Jacks’s background, it comes as no surprise that her store also sells an impressive range of professional colour cosmetics brands. These include luxury make-up artist brand Ellis Faas, UK brand Cosmetics à la Carte, professional French brand Paris Berlin, Nouba Professional Makeup from Italy, and make-up artist brand Make-up Designory from the US.
In the nail department, the line-up includes niche label Laqa & Co from New York and the Nailmatic range from Paris. The store also retails the Jacks Beauty Line, Miriam Jacks’ own range of make-up brushes and tools.
One-stop shop for beauty services
The store also offers a wide range of treatments. For example, men can book a variety of hair and beard treatments in the barber shop. One such treatment includes The Royal Dude, priced €60, which offers facial skin and beard care, a wet shave and contouring treatment and a face mask.
The adjoining salon caters primarily to women. On the menu are various haircuts, styling services, colouring and beauty treatments such as brow and lash tinting – all moderately priced.
If customers were to venture upstairs they would find the make-up and nail bar where they can choose from day and night time looks, brow styling, massages and false lash treatments. Also on offer are bridal services. If desired, consumers can book private make-up lessons or private make-up parties for smaller groups.
The concepts upstairs should appeal to the one in five German make-up users who are interested in in-store make-up lesson and tutorials (rising to 28% of make-up users aged under-25), something Jacks could benefit from given the right promotional activity and special offers.
What we think
The move to the permanent flagship store marks a new stage for Miriam Jacks’s beauty business. The new store is almost twice as big as the Sredzkistrasse outlet and the location is much more central. Jacks can now offer a much bigger treatment menu – and indeed, there are few perfumeries in Berlin that have such a wide range of beauty services under one roof. Add to this the curated selection of international and European niche beauty labels, an unbeatable location and a very cool vibe and it comes as no surprise that the new perfumery is already very successful.
Michelle Strutton, Global Research Manager for Beauty, Personal Care and Household at Mintel, has over 30 years experience of analysing consumer behaviour and markets at Mintel. Michelle also provides the direction for Mintel’s global analysis and consumer research programme.
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