Customers desire for self-expression has created a new era of personalisation for beauty, which has been amplified through tech. AR try-on tech, AI-infused recommendations and social media masterclasses have provided beauty enthusiasts with an opportunity to access more individualised and expert experiences at home.
Brands are now building new stores grounded in expertise in a bid to bring communities together, attract new customers and to help them make better decision over the products they need. Through curated choice, expert sessions and tech-infused try-on areas, brands aspire to build deeper moments of trust, engagement, and participation, turning passive customers into life-long fans, driving revenue up.
Allure Magazine has launched its first retail destination in New York City. The store features a curated collection of 270 products, expertly selected by Allure’s editors and beauty-pro contributors. Customers can virtually try on make up in dedicated zones and scan QR codes to find out more information on products. The store hosts masterclasses, tutorials and panels to immerse ‘readers’ into the world of Allure, beyond products.
Flannels is launching its first beauty flagship in Sheffield’s Meadowhall shopping centre. Within the 30,000 sq ft space, customers can interact with interactive and digitally connected private test-and-trial booths called Beauty Changing Rooms, to explore and interact with the latest products. In-store experts are on hand to offer guidance, with personal shopping and concierge services also available.
Retail
Allure Magazine has launched its first beauty-focused retail destination in New York City
Flannels is launching its first beauty flagship in Sheffield’s Meadowhall shopping centre
Aldi opens new small store format called Aldi Cornershop in Australia
Bloomingdales unveils new small concept store called Bloomies
Hospitality
‘Mālama Hawai‘i program’ launches in Hawaii to encourage hotel guests to volunteer while on holiday
The K11 Art Mall in Hong Kong is hosting the world’s first meme museum
Airbnb and fashion rental service Rotaro partner on experiences in London pop-up
Campaigns
Channel4’s new campaign celebrates Paralympians in the UK
Initiatives
Apple plans to launch its own buy-now-pay-later service
FabFitFun launches a ‘Shop with friends feature’ on its website to socialise online shopping
Image courtesy of Flannels
