Klorane, the plant-based haircare brand of Pierre Fabre Laboratories, has recently announced to open in June, in 5 different cities, some pop-up points of sales where anyone could benefit from advices… Why not? It confirms the interest of lot of brands, whatever their core activity, in this type of stores. But, the most particular part is that those point of sales will be furnished by Habitat, a well-established retailer of furniture and decoration products. That’s where the originality comes from.

After being said, we could think again: Why not? Yet… What a pharmaceutical laboratory would organize such a partnership for? Well-informed minds would promptly answer ‘to be noticed!’, as more and more brands are trying to catch-up the attention with unexpected associations. But, in this case, not only… Today, Kloran aspires to go outside of its ‘category’ in order to become a ‘lifestyle’ brand. Or, more precisely, the best moments of ‘self-dedication’ (hair, skincare, make-up, perfume…) are the best moments of emotional availability to make the consumer discover new offers and new aspects.

Thus, the shoppers of shampoo (in majority women un-doubtfully) will have the opportunity to access simultaneously to novelties about their hair and their house. Haven’t Habitat already made a move towards cosmetics by proposing ‘Habitat Pure’ – a range of perfumes for homes? Another interpretation of the phenomena is also possible. Generations Y and Z are often characterized by their ‘multi-tasking’ abilities. Why brands could not leverage this emerging distinctive attitude? Bring 2 universes (even 3) into the same space in order to offer to consumers of today (and tomorrow) the possibility to expand their habits into the consumption world.