Online beauty brands co-create next-gen flagships with their fans

59% say that visiting physical stores is their favourite way to shop for make-up, and experiences like speaking to consultants on the shop floor influence 39% of customers to buy. (Outform, 2022) 

The first wave of digital native beauty brands are now cementing and optimising their physical presence, leveraging their online communities to co-create next-gen store formats that better gather, inspire, and empower their fans. By opening a dialogue with their customers for them to contribute and create, and to understand their evolving wants and needs for retail, they can maximise the relevance, reach and reward of their stores.

Glossier founder, Emily Weiss, recently shared a “penny drop” moment for the brand, inspired by customers TikTok comments demanding both more innovation and enhanced access to retail. (The New York Times, 2023). Over the last fortnight, Glossier has launched its products in Sephora across the US and Canada and has opened the doors to a new flagship in New York City. The new Soho store showcases a refreshed, more sophisticated concept, evolving their infamous millennial pink to a cleaner, calmer, but still Instagrammable, aesthetic to reflect their maturing fan base. There’s a wet bar room for testing skincare products, bookable beauty appointments with Glossier editors, click and collect zone, claw machine with surprise goodies and secret New York inspired ‘You Look Good’ room which imitates the downtown subway style.

In 2022, The Inkey List, known for its cost-conscious, sustainable and honest make-up and skincare, opened a tech-enabled pop-up store in London. The beauty brand offered a connected, personalised shopping experience as customers were asked to create ‘My Inkey profiles’ on their mobile upon entry to scan QR codes and add them directly to their baskets. Dermatologists in-store conducted 1-2-1 consultations for personalised recommendations and routines, and a digitalised wall hosted interactive skincare quizzes to engage customers while they waited to be seen.

Household takeout

Fans are hungry to participate in shaping the spaces that bring them, and those with whom they share their passions, together. Co-creation with brands is a powerful tool to unlock new levels of relatability, relevance, and reach, and helps to define a new era of fan-first experiences.

Get in touch with Household to consider how your brand can leverage its Fandom to shape its experience proposition.

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