Lait De Beaute by Guerlain 6.7oz Women Cleanser Milk

Lait De Beaute — the treatment product that brings the customer back on a schedule

Lait De Beaute by Guerlain is the treatment product that brings the customer back on a schedule. Guerlain moves on reputation rather than on advertising, which makes it a permanent facing rather than a seasonal buy. The customers who know it come back on their own.

Genuine units, sealed and in date. On treatment products the customer is buying the promise on the box, so being able to stand behind the source is most of what you sell.

Commercial Details

Size: 200 ml
Category: Guerlain skincare and beauty, not a fragrance
Presentation: Sealed retail unit in its original box
Authenticity: Genuine Guerlain stock
Case pack: Individual + case discounts starting at 12 units
Terms: Flat $35 shipping on all orders, no minimums, no membership. 3% off when paying by Zelle

Retailer Insights

Lait De Beaute targets female buyers 18-55. Moves well through perfumerias, beauty boutiques and gift retail. Treatment products reorder on a fixed cycle rather than on impulse, which makes them the steadiest line on a beauty counter and the easiest to forecast. Natural cross-sells from this catalogue: Aqua Allegoria Forte Nerolia Vetiver, Aqua Allegoria Rosa Rossa Harvest, Aqua Allegoria Nerolia Bianca, Abeille.

Positioning

Give Guerlain a block of its own at eye level. This is a house customers come in naming, and the ones who have to hunt for it often leave and buy it somewhere else. Shelf it with the Guerlain fragrances rather than in a generic skincare block: the name is what sells it, and the customer who buys the cream is the one already buying the perfume. Hold your price near the market: at this level of recognition the customer is buying the name, and a deep discount reads as a reason to doubt the bottle rather than a reason to buy it.