The events of 2020 drove consumers to shop online for products spanning retailers and brands in an effort to prioritize both safety and convenience. However, the global increase in digital shopping behaviors leaves in its wake key absences in the beauty shopping experience specific to in-store. In an effort to allow consumers access to their favorite perks of in-store shopping, maximize safety and intrigue, and keep physical retail relevant, beauty brands and retailers are updating their in-store offerings to meet a growing and evolving set of consumer demands.
In optimizing the capabilities physical spaces can afford, beauty shops, brands, and retailers can afford consumers the opportunity to safely and confidently access the components of the in-store shopping experience they’ve come to expect and enjoy. In this research paper, learn how companies are utilizing modern means of product trial, forming strategic partnerships, taking progressive approaches to merchandising, and integrating digital and virtual components into their floor plans. It explores the power of the physical store, and how beauty retailers can rise to the challenges presented by 2020 and respond to the current global climate, while continuing to serve and excite their consumers.
Published February 2021
Meeting the demand for speed and immediacy by using the physical store and other convenient locations to fulfill online orders and facilitate a hassle-free return process, meeting consumers on their own terms and adapting to their ever-changing set of needs through flexible pickup and delivery options.Last-Mile Touch
Leveraging automated technologies to begin assignments or start the dirty work—then enlisting human associates for a final sign off or to add a finishing touch.Consumer Communities
Ensuring customers get the most out of a purchase by offering access to a likeminded community, expert resources, and related services
Beauty brand Shiseido has launched a flagship concept store in Harajuku, Tokyo to provide consumers with in-store access to their products as well as exciting experiences. Through what they’ve deemed the Installation Zone, users can use their phones to project their own avatars on an interactive media wall, and even have their avatars wear the brand’s make-up digitally. Distinctly, the Go-Live Zone is for creating live-streamed video content, to be played next to branded advertisements.Cosmetic brand's innovation lab delivers a digitally-led in-store experience
At their Innovation Lab in Queens Center, MAC Cosmetics is tapping into the powers of virtual try-on to optimize customer care while maximizing contactless measures at the same time. The Lab, which additionally touts customizable palettes and personalized packaging, allows customers to trial and match shades through the use of an infrared touch-screen. Users can then save the looks they choose to their phones, in case they decide to purchase at a later date.Specialized shop-in-shops combine beauty labels from both Ulta and Target
Retail giant Target is collaborating with cosmetics company Ulta Beauty to open over 100 Ulta Beauty at Target in-store shops, selling Ulta's prestige beauty products alongside Target's usual selection. These specialized shops create new growth opportunities for Ulta, while allowing Target to benefit from Ulta's specialized cosmetics expertise. These shops will feature Ulta's GLAMLab virtual try-on and will offer consumers consultations from beauty experts trained by Ulta. These shops will join Target's existing store-in-store collaborations with pharmacy CVS and coffeehouse chain Starbucks.