When stores closed during the pandemic, beauty brands focused on cultivating their brand communities online, utilising social media platforms to showcase new products, enable connection with sale associates on-demand and virtual product trial.
Now beauty brands are shifting their focus back to physical experiences to reconnect and establish deeper emotional connections with their customers and brand communities IRL. This is a big win for customers as they can connect with likeminded beauty enthusiasts, and test and play with a variety of products, whilst learning live from experts.
Glossier opens its first international flagship store in Covent Garden, London. The store engages customers to test and buy new products in an Instagrammable environment, with ‘offline editors’ on standby for tips and tricks. The store design takes inspiration from its 17-century townhouse location, placing a modern twist on traditional features, such as Glossier ‘G’ rosettes laid into the wooden floor.
Harrods opens its third standalone beauty concept ‘H Beauty’ in Edinburgh, Scotland. The luxury retailer is using its beauty retail concepts to establish its credibility and expertise within the competitive beauty market landscape. The store aims to attract customers by offering a variety of premium beauty brands, cult favourites, local brands, and expert beauty services, all under one roof.
With customer confidence on shaky ground during Covid-19, stores have to work harder to draw customers in. Capture their attention with experiences and redefine stores as ‘points of pilgrimage’ for brand communities to connect with the brand, each other, and expert sales associates.
Get in touch with Household, if you would like us to explore how your brand positioning, physical and digital experiences can be used to cultivate a deeper emotional connection with your guests, regardless of sector.
Also in the news:
Glossier opens its first international flagship store in Covent Garden, London
Harrods opens its third standalone beauty concept ‘H Beauty’ in Edinburgh, Scotland
Getir launches rapid fast delivery service in New York, US
Etihad Airways launches Green Loyalty Programme to encourage sustainable travel
Harrods launches AR powered Christmas window displays
Nike acquires RTFKT studios, creators of virtual sneakers and collectibles
TikTok airs first ever UK shopping livestream
Burberry partners with My Wardrobe HQ to launch rental service
Klarna increases access to BNPL service with internet browser extensions
Image courtesy of Glossier