Clean Beauty Pop-Up Program Cultivates Consumer Relationships Through Wellness Initiatives

Clean Beauty Pop-Up Program Cultivates Consumer Relationships Through Wellness Initiatives
Beauty

The Shops at Columbus Circle featured retailers like Aveda and Sephora in a one-day event focusing on clean beauty, mindful eating and more, promoting brands by offering visitors immersive, one-on-one beauty services and resources

Elisa Lewittes
  • 17 july 2018

On July 11, The Shops at Columbus Circle gathered its beauty retailers to host a “clean beauty” pop-up. At the one-day event, over 500 shoppers were able to take advantage of free services offered by the likes of Aveda, Diptyque and Sephora.

In addition to the activation’s beauty offerings, Equinox also provided guests with express chair massages. This event was the second activation of a four-part wellness program curated by The Shops at Columbus Circle, with the next one in August centered around Mindful Eating.

R. Webber Hudson, executive vice president of Related, the center’s developer, explained the purpose behind the program: “Wellness is a part of consumers’ everyday lifestyle. We chose to produce a series that is relevant, in many ways, to our dynamic collection of shops and restaurants. Well-rounded programs and events are important to maintain 360 experiences for our customers.” Product experiences in the beauty and wellness categories stimulate emotional responses from shoppers. Accordingly, brands increasingly understand the importance of custom tailoring their clean beauty offerings and providing consumers with one-to-one shopper assistance.

Sephora, international multi-brand beauty retailer, recently launched its Clean at Sephora category. Through this brand extension, Sephora strives to clarify its classifying terminology such as “green” and “natural.” The chief merchandising officer at Sephora, Artemis Patrick says:

“Sephora continues to demystify beauty choices for clients helping them find the right products for them, based on their lifestyle needs. Many of them are looking to shop brands and products that are ‘free of’—meaning free of certain questionable and unwanted ingredients far beyond parabens, sulfates, and phthalates—that guides this new initiative…”

As consumers increasingly join the clean beauty movement, they demand more transparency from cosmetic and skincare companies. In fact, students found that 72% of participants want brands to explain what the ingredients in their products actually do. In response, the surveyors pose a call-to-action to beauty brands on behalf of their customers. The students said “[t]he lack of clear information is impeding the path to purchase. Consumers are turning to naturals because they think green is clean.”

Ultimately, the objective of the beauty retailers like Sephora at The Shops By Columbus Circle is to alleviate this common category-specific consumer pain point. Through their immersive wellness programs, beauty brands provide buyers with the personalized education they crave as well as the products they are demanding.

The Shops By Columbus Circle

Sephora


Lead image: The Shops at Columbus Circle via Facebook

On July 11, The Shops at Columbus Circle gathered its beauty retailers to host a “clean beauty” pop-up. At the one-day event, over 500 shoppers were able to take advantage of free services offered by the likes of Aveda, Diptyque and Sephora.

+beauty
+brand activation & immersion
+equinox
+pop-up
+retail
+sephora
+Shopper Assistance
+Shopper education & assistance
+wellness

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