Cosmetics have exquisite packaging and appearance. Even perfume and cosmetics full of smell temptation have become secret weapons to attract passers-by into shopping centers. Such a good image of the counter on the first floor is equivalent to a very successful "face project" of the shopping mall, giving people the impression that the shopping mall is high-end.
Therefore, most of the cosmetics displayed on the first floor of department stores are cosmetics with high demand elasticity (you can buy or not) and high profits. They are able and willing to pay the highest rent for this prime location. Many other people are big shots and belong to big groups. They have strong bargaining power in business negotiations, so it is easy to win a better position. From visual merchandising's point of view, cosmetics and jewelry are usually distributed around the entrance of shopping centers and mobile line nodes to stimulate the flow of consumers. The exhibition area is large, and the display decoration is slightly thoughtful, creating a fashionable and high-end environment, which is in sharp contrast with the shopping center.
In addition, the cosmetics are beautifully packaged, neatly placed and have a good image, which actually improves the grade of the shopping center. Even the smell of balsam full of smell and temptation is a secret weapon to attract passers-by into shopping centers. If you put it on other floors, many shoppers may skip it directly. If you put it on the first floor, people who shop in the shopping center will pass by. It's very likely that while waiting for someone to answer the phone, I came across one or two things I like and bought them.