It’s no secret that the Aussie dollar’s giddying heights have given more power to shoppers. Online bargains abound and we can now get our fave products for less from international locations quicker than you can say DHL!
by Bahar Etminan, Rescu. Editor and Founder
But what happens to good old-fashioned service and expert advice? As a long standing advocate for ‘expert advice’ I was excited to learn that some of my favorite luxury brands and retailers have been on the case in adjusting their retail pricing to reflect the strong Aussie dollar but have also remained focused on service and experience. What’s the point of investing in a luxury serum or lipstick without the trimmings??
Here are my top five reasons why you need to consider buying top shelf beauty brands locally:
1. They are the real deal – no fakes and no old stock.
2. The quality is guaranteed – Australia has tough consumer protection laws around product expiry dates and claims. Sometimes brands have to modify their formulas and claims just to get it past the regulatory gatekeepers. That’s good news for locals. You may not get this level of protection with products bought on international sites.
3. Product is fresh! A lot of discount sites buy job lots from stores who need to dump expired or superseded stock. Australian stores and suppliers don’t do this. Your fragrance will be sweet and have a long shelf life. David Jones actually demands suppliers guarantee a minimum shelf life of two years from date of delivery.
4. Service and expertise. You get the skin consultation, the free hand massage/ facial/ makeover and you are guided toward what will work for your skin concerns, not just what’s going cheap. You also build a relationship with a brand so you will be first in line for limited edition launches, wait lists (remember the crazy wait lists for Lancôme Visionairre???- VIP clients got preferential treatment and skipped the queue!), free samples and VIP events.
5. Cheap is often expensive. Remember, your face should not be a science experiment. Use what is right for you and make sure you have the right to ask questions, get a return or exchange and have someone to go to if the dream cream you just purchased results in an adverse reaction. You sure don’t get that level of service from discount beauty sites.
Rescu. Loves: La Prairie, Lancôme, Mecca Cosmetica and Estee Lauder were trail blazers for adjusting price levels on their luxury offerings in the Australian Market.
We spoke to Rosi Fernandez, Managing Director La Prairie Australia for insight into this uber luxury brand’s strategy.
RESCU: Why are products more expensive in Australia than say in other markets like Europe or the US?
Rosi Fernandez: As a celebrated Swiss brand our products are made in (and shipped from) Switzerland, not the US – so we have not had the savings associated with our strengthening dollar against the US dollar.
Alongside this there are costs built into the Australian pricing that are higher than comparable markets including: freight and import duties, shipping, repackaging to comply with Australian regulations, high rents, costs of product registration, high labour costs. La Prairie is now making less of a margin on these products to keep Australians employed.
RESCU: So what is your strategy moving forward?
Rosi Fernandez: We want to ensure that Australians continue to buy in Australia. Our stores offer personalised service, expert advice and now a competitive price. A selection of the iconic Skin Caviar collection’s most highly prized products have been given a new price positioning. If this price reduction proves successful, it is just the beginning as we look to roll out further price adjustments next year.
Luxe to Less: Our pick of premium beauty buys now at reduced price points.
La Prairie
Skin Caviar Luxe Cream 50ml ($570 to $485)
Skin Caviar Luxe Eye Cream 20ml ($460 to $370)
Selected David Jones and beauty salons nationally
Lancôme
Visionnaire Advanced Skin Corrector 30mL ($115 to $92)
Génifique Youth Activating Concentrate 30mL ($115 to $88)
Australian customers can enjoy a variety of service perks including jumping the queue on limited edition products, complimentary samples suited to your skin type, pre-reserved gift with purchase sets, invitations to VIP events and access to well trained make up and beauty experts.
Myer, David Jones and selected pharmacies.
Estee Lauder
Idealist Cooling Eye Illuminator Eye Shade 01 ($95.00 to $72)
Idealist Even Skin Tone Illuminator Serum 30ml ($105.00 to $80)
Check out Estee Lauder’s Signature Service menu. This list of complimentary services is reason alone to shop locally. Fast, free and fabulous! Plus with any signature service you receive a free 10-day supply of your perfect foundation match. Now you don’t get that on Strawberrynet!!
Signature Service Menu available at all Estee Lauder counters at MYER and David Jones nationwide. Stockist enquiries 1800 061 326.
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