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Star Bédard to become Beauté Star, as part of a retail and brand reinvention

October 13, 2020

It’s fitting a company in the business of helping people transform themselves through hair and beauty products is undergoing a transformation itself. 
Top Beauty Group (TBG), which comprises Star Bédard, as well as M2B, Professional by Fama and Madame B2K, is rebranding its chain of retail stores, launching a new website and unveiling a new prototype store in Drummondville, Que. 
The company operates 24 Star Bédard/M2B stores in the Province of Quebec, as well as Northern New Brunswick and Eastern Ontario. The stores will now operate under the Beauté Star moniker, kicking off a new direction for the Quebec-based company. 
“We created a name change to support both brands,” says Andrew St-Charles, Directeur, E-commerce et Marketing for TBG. “The name change is also based on a change to our business model.” 
Founded in 1978 by France Bédard Bourdon and Gaétan Bourdon, the family-run business made a name for itself by offing salons a range of high-end products at accessible prices. It soon became the go-to destination for everything that salon owners need to operate their businesses, from products to equipment and accessories. 
Today, the company, with headquarters in Laval, is still owned and managed by the Bourdon family, however the founders’ daughters—Marie-Christine and Marie-Danielle—officially took the helm in 2015 and are co-presidents. The fashionable sisters have built on an enduring reputation as the Quebec leader in the distribution of professional hairstyling products, continuing to innovate and expand the business to further solidify its position as a leader in the hairstyling and beauty industry. 
The change in business model is an exciting new direction that puts the company’s selection of quality, professional and exclusive hair and beauty products directly in the hands of consumers. 
“People have learned what it actually means to use these products. It’s not the same mindset as before,” says St. Charles. “Consumers are more conscious of what products they're putting on their body and in their hair so they want to make sure that they're using higher quality products.” 
Beauté Star is positioning itself to be the go-to destination for these products. People are accustomed to quality, but they need to buy product more often than the very three to six months that they visit their salon—the new Beauté Star business model will fill that gap. 
In order to support its salon clients and share profits, the company is giving salons promo codes to share with clients: When people purchase products via the Beauté Star website or in stores, salons will get a commission. 
First up, the company is launching a new direct-to-consumer website and, on November 30, plans to debut its new prototype store, which St-Charles calls “feminine and exciting.” Designed by famed architects Provencher-Roy, the new store is experiential with a strong digital focus; for instance, there is an in-store shopping app and iPads throughout. 
The new store won’t be open to consumers until some time next year. Eventually all 24 Star Bédard locations will rebrand as Beauté Star. For now, the initial focus in on building the direct-to-consumer brand online. 
Think Retail is honoured to work with this innovative Quebec-based company: The Bourdon family represents true entrepreneurial spirit and Beauté Star is a retail success story with an exciting future.
For more information visit the new Beauté Star website or connect with the Think Retail team