At the end of April 2024, the largest Ukrainian drugstore retailer presented the first Beauty Salon by EVA, located within the new format store EVA BEAUTY, which opened in December last year at the Respublika Park shopping center in Kyiv.

The salon occupies an area of 26 m² (with the total store area being 643 m²). It is divided into a hair care zone and a cosmetology room. The hairdressing area can serve up to two people simultaneously. Clients can avail themselves of women's, men's, and children's haircuts, coloring, styling, and hair care services. Most procedures are performed using products from the official partner, L'Oreal Professionnel. Styling is done using high-end equipment from SteamPod and Dyson. This offers a great opportunity not only to create a beautiful look but also to test devices and products available for purchase at EVA BEAUTY.

EVA BEAUTY is the official distributor of SteamPod and Dyson, and the first retail point in Ukraine to sell L'Oreal Professionnel and Matrix products.

"For us, as a division of professional cosmetics at L'Oreal, it is very important to develop the professional segment and introduce Ukrainian consumers to our products. The opening of the new EVA BEAUTY store format is the first experience of selling L'Oreal Professionnel and Matrix professional hair care products in a premium retail store. Previously, these brands were only available in beauty salons, specialized stores for hairdressers, and authorized online platforms. The presence of a salon at EVA BEAUTY, where professional stylists can consult clients on product selection and use, strengthens our position as it maximizes consumer benefits," commented Andrii Fedoraka, Commercial Director of L'Oreal Ukraine's Professional Cosmetics Division.

Hairdressing services at Beauty Salon by EVA are available by appointment. Basic cosmetic procedures can be obtained as a bonus for meeting certain conditions during purchases. Additionally, the salon will host brand experts, cosmetologists, and dermatologists for customer training sessions.

"EVA has transformed from a best friend to an expert in beauty and care. Simultaneously, we are developing our clients. The transition from mass-market products to professional and premium ones should be deliberate. Therefore, we are introducing skin and hair testing zones, allowing customers to try out cosmetic samples and brushes and experience how premium styling devices work," said Vasylina Petlytska, Director of EVA BEAUTY.

Investments in the opening of Beauty Salon by EVA amount to approximately $44,000. The total investment in opening the EVA BEAUTY store format is 15.5 million UAH.

The average check of EVA BEAUTY customers is 173% higher than that of a regular EVA store in Kyiv. The most popular product category is decorative cosmetics, accounting for about 25% of total sales in units. Approximately 20% is dedicated to face and body care, hair care, and perfumes. The remaining 15% includes hosiery, men's products, and children's items. 76% of sales come from customers participating in a special discount loyalty program exclusive to EVA BEAUTY. Since its opening on December 23, 2023, the number of unique customers has exceeded 40,000.

The conversion rate (percentage of visitors who make a purchase) is 35%. "However, in practice, we often see families visiting the store. For example, two or three people come, and one person makes purchases for everyone. So, we can confidently say the real conversion rate is about 60%, which is just a WOW result," notes Vasylina Petlytska.

Another EVA BEAUTY with a salon is planned to open in Lviv in July. The further development activity of the format depends on the availability of suitable locations in top shopping centers in major cities.

About EVA BEAUTY

EVA BEAUTY is a new format store from the largest Ukrainian drugstore retailer EVA, introduced on December 23, 2023, at the Respublika Park shopping center in Kyiv. Unlike regular stores of the network, it focuses on decorative and care cosmetics in the professional and elite segments, with a significant emphasis on services.

In the store, customers can book makeup appointments or organize a bachelorette party with a master class. There are product testing sessions for various cosmetic brands. In the skin testing zone, a specialist will use modern high-precision equipment to determine the type and needs of the facial skin and help select an appropriate care routine for free. The perfume department offers a special quiz – a short test developed by a professional perfumer to help choose a fragrance based on individual preferences.

At EVA BEAUTY, customers can also test DYSON equipment and check how styling holds up to make an informed purchase decision. Self-makeup zones allow testing various decorative cosmetics samples. To remove any unwanted traces of experiments, they are equipped with quality makeup removers.

Special tablets allow customers to virtually try on some decorative cosmetics to find the right shade. There are also simple video instructions for using different types of false eyelashes.

EVA BEAUTY is equipped with testing zones for toothbrushes, shaving razors, and brushes. This has resulted in a 462% increase in brush sales compared to a regular EVA store. In the gift-wrapping zone, customers can independently and for free wrap selected products using branded paper and ribbons.

The store also has tablets for ordering products on EVA.UA, giving access to over 120,000 items. There is a special play area with busy boards and cartoons for children, allowing them to be entertained while adults shop.

In addition to the premium assortment and services, the store's positioning is emphasized by a minimalist design using modern finishes and equipment. EVA has used electronic shelf labels (ESL) from Solum for the first time, allowing for quick and error-free price management with minimal staff involvement. Thanks to e-ink electronic paper technology, the device consumes energy only when changing information and provides a high-contrast image even in bright lighting conditions. The shelf label's battery life is up to 12 years, depending on usage intensity. The innovation also benefits the customer by highlighting important information with multiple colors and displaying additional data about composition, characteristics, or promotions on the label. The estimated cost of the ESL system for 1,000 products is from $10,000. The payback period for the ESL solution is from 6 months to 2 years.