LOOKFANTASTIC
Landing the IRL experiential blueprint for digital-first beauty legend, LOOKFANTASTIC
From online to offline, LOOKFANTASTIC, the leading digital-first beauty retailer, moved beyond the screen to create its first permanent physical space, building a community of brand fans and beauty enthusiasts in real life. Online, LOOKFANTASTIC is loved for its rapid convenience, incredible range, and fantastic deals. The challenge? Re-imagining that online magic with the limits of physical retail that authentically fosters community and enriches beauty culture.
On high streets teeming with brand flagships and beauty halls, there’s a missing link: a fan-first beauty experience. Imagine a space not just dominated by brands, but co-created by fans, experts, editors, and influencers — a true ‘House’ for Beauty Enthusiasts.
Introducing — LOOKFANTASTIC Live — a place where Beauty Enthusiasts can come together to inspire each other to look, and feel, FANTASTIC. Where unique experience modules encourage fans to dive in, trial and experiment on their own terms.
At the centre is ‘The Beauty Bar,’ designed to bring events to life, serving as a hub for social trial, showcasing consumable wellness brands, expert beauty services, and hands-on experiences. To immerse fans further ‘The Treatment Studio’ hosts bookable professional beauty appointments from brands loved by fans.
The ultimate beauty hangout on the high street
“It perfectly complements our omnichannel strategy, bridging the gap between our established online community and the success of our pop-up events.”
— Lucy Gorman, Chief Executive Officer, THG Beauty
Designed by the fans, for the fans
Beauty customers are 2x as likely to value advice from people they know.
Ubiased. Unfiltered. Unihibited. We created a communication strategy that shines a spotlight on LOOKFANTASTIC’s brand agnostic expertise and guidance, and the reviews, and recommendations of the brand’s customer and fan community.
‘The Pop-up Stage’ is not just another “products on plinths plus poster” window display. We challenged ourselves and brands to do something unexpected and highly experiential that get’s people talking. This is an entire shop-in-shop area, programmed and brought to you by members of the fan community. It can be completely re-dressed with supporting experiences for brand and influencer takeovers and activations. Creating a truly democratised beauty showcase that inspires even the most dedicated enthusiasts.
Hear it from them
With the core experience modules designed to collaborate with their local communities, both online and offline, LOOKFANTASTIC Live truly is the ultimate high-street hangout for beauty enthusiasts.