Beauty shoppers prefer to seek expertise from influencers and peers online when deciding what products to try and buy, with 85% reading online reviews to validate their purchasing decisions (Dotcom Distribution, 2020). In response, beauty brands are re-thinking how to elevate the expertise of their in store colleagues to make personalised support more accessible across channels. They are exploring new retail strategies, ranging from dedicated in store livestreaming, to smart brand partnerships in a bid to drive loyalty, build trust and create new revenue streams.
Clean beauty brand Beautycounter has integrated a content studio within its new LA store, designed for live-streaming in-store events and tutorials. Customers can watch the live content online, asking expert associates questions in real-time via a chat function for personalised advice, as if they were in store.
US beauty retailer Sephora will open ‘mini shops’ in 850 Kohl’s US department stores next year. The partnership enables Sephora to make its products and expertise more accessible to suburban shoppers due to Kohl’s store locations.
Retail
Beautycounter places livestreaming at the heart of its new LA store
US beauty retailer Sephora will open ‘mini shops’ in 850 Kohl’s US department stores
Fendi takes over Selfridges’ 14-seat champagne bar with a festive pop up
Westfield London opens a Christmas decoration rental store
Starbucks opens new inclusive store format in South Korea
Hospitality
Accor launches new ‘Apartments & Villas’ website for short-term rentals
Campaigns
Kantar names Coca-Cola’s two Christmas ads, ‘Holidays Are Coming’ and ‘The Letter’ as this year’s most effective Christmas campaign
Initiatives
Balenciaga launches its latest fashion collection virtually in-game
Gucci launches its new perfume using Snapchat Portal AR Lens Game
Fashion brand Moncler acquires streetwear brand Stone Island
Sportswear brand Under Armour designs Virgin Galactic spacesuits
Household News
We’re beyond proud to announce that our brand experience creative idea, the ‘Little Reset Brewing Co.’ is amongst the brilliant winners of The Great Reset – a creative industry movement led by the Purpose Disruptors to embed the positive environmental shifts that have happened during lockdown.
Image courtesy of Kohl’s
