“Nocibé reinvents itself as a holistic magnificence vacation spot”, Nicolas Debray

Premium Magnificence Information – How do you see Nocibé’s future?

Nicolas Debray – I firmly consider that we are able to shift our positioning and grow to be the benchmark holistic magnificence vacation spot, by constructing on our strengths, together with our service, experience, closeness to prospects, and buyer expertise.

As a reminder, Nocibé is the French subsidiary of the Douglas group, the main selective magnificence participant in Europe, and it’s ranked second within the French market, with 23% market shares. The corporate boasts 550 shops, together with 440 owned shops and 110 franchises. Our revenues exceed one billion euros and we make use of 3,350 magnificence advisors, together with 1,000 beauticians for 800 remedy rooms: all of this makes us distinctive.

Premium Magnificence Information – What’s a “holistic magnificence vacation spot” to you?

Nicolas Debray – It means we’re shifting away from the standard mannequin. Tomorrow’s magnificence will probably be a 360-degree expertise, with the merchandise, clearly, via a even handed model choice together with unique merchandise and a broadened providing, but in addition buyer engagement, via consulting, the appliance, and coverings – the total worth of our magnificence salons. It’s already an underlying development in Asia, and I can see it’s amplifying in France. One French girl out of two is already a magnificence salon buyer. And 6 girls out of ten say they’ve deliberate a remedy within the subsequent twelve months.

Premium Magnificence Information – Who’s the standard Nocibé buyer?

Nicolas Debray – Now we have about 12 million prospects in France, aged 25 to 85. They’re loyal prospects positioned throughout the entire territory, which exhibits how sturdy our selective community is on this nation. They work together with us throughout a number of channels. In the present day, most purchases are nonetheless made in shops, however the digital channel retains gaining significance: nearly 20% of our prospects are combined prospects who each go to shops and the e-shop.

They primarily search recommendation, closeness, and a customized, complete expertise. That’s the reason our new retailer idea consists of extra remedy rooms.

Buyer satisfaction is a high precedence. Now we have excessive advice charges, and our buyer satisfaction price is rising in all areas. In late 2025, our NPS (Internet Promoter Rating) reached 81 for our salons, which exhibits our prospects belief us and are connected to us.

Premium Magnificence Information – How are your aims conveyed in shops?

Nicolas Debray – Now we have centered on highlighting our remedy rooms, which nearly all our shops are fitted with, and on deploying new providers, particularly the Immediate Institut idea: 15 to 30-minute specific therapies, with no appointment vital, designed to naturally match within the purchasing journey. We provide facials, in addition to therapies for a brightened complexion, hair styling, and environment friendly, fast, inexpensive providers impressed from Korean rituals. The shop we opened final yr on the La Défense mall, West of Paris, completely exemplifies this effort. We stock out dozens of therapies each week, for a conversion price of 79% in cross-selling. Prospects who come to the salons go to the shop 5 to 6 instances a yr, in comparison with twice for the standard buyer in selective fragrance retailers.

Premium Magnificence Information – How are you planning to boost your product providing?

Nicolas Debray – We’re looking for the proper stability between iconic manufacturers, rising manufacturers, and unique manufacturers, that are solely out there at Nocibé. Now we have additionally been growing our non-public labels in skincare, perfumes, make-up and hair care, so we are able to supply high quality, modern, inexpensive merchandise.

The providing can also be in keeping with market tendencies, particularly Okay-Magnificence in skincare, in addition to hair care, for instance with manufacturers like Kérastase and Les Secrets and techniques de Loly, in line with our salon providers and imaginative and prescient for 2030.

Premium Magnificence Information – What have you ever centered your investments on?

Nicolas Debray – Now we have initiated a key transformation in our community of retailers – nearly 100 of them over the previous two years. We stock out about 35 tasks per yr, combining six to eight openings, however primarily renovations, transfers to raised areas and extensions, for a super floor starting from 300 to 350 m2, so we are able to combine remedy areas with out compromising on the breadth of our product providing. We don’t essentially intend to massively enhance the variety of shops, however quite to optimize their high quality and potential. The brand new idea is extra refined, brighter, and the visible id shifted from our historic pink to hotter, beige and terracotta shades.

In the meantime, as pioneers in e-commerce, we are going to maintain investing on this channel, which accounts for 30% of our revenues, combined purchasers included. These are technological investments, particularly to supply AI-powered personalization. Social media additionally signify a key lever for Nocibé, as they improve each fame and visitors in shops and on the e-shop. Plus, they drive a 360° imaginative and prescient of magnificence via inspiring contents, collaborations with influencers, and social commerce. We goal to construct up a constant ecosystem, and it’s all the extra vital since 75% of consumers do on-line analysis earlier than making a purchase order.

Premium Magnificence Information – What are your primary challenges now?

Nicolas Debray – There’s a human problem: we have to recruit, prepare, and retain skilled groups to ship each qualitative and aggressive an expertise in a difficult financial context, as new gamers are rising. However we boast 40 years of experience, an intensive community of shops, and over 3,600 skilled and devoted magnificence professionals. These human and repair assets signify a serious asset for our firm.