In this issue WSL Strategic Retail takes you a tour of 4 retailers that have acknowledged that the store is still the hub of beauty discovery.
On this tour you will discover:
- Online beauty retailer Tira first physical store in Mumbai
- The reimagined Sephora flagship in Paris
- H&M Beauty in Oslo
- Ulta in Las Vegas, decked out for the holidays — starting in October.
What these beauty showcases have in common is recognizing that while online is powerful in beauty, 89% of shoppers discover new beauty products and brands when they are browsing in stores.
Tira does not disappoint on discovery. Within 4300 sq ft the discovery covers new and traditional brands; a Get Look Zone filled with smart mirrors and product samples to try, and an AI powered Fragrance Finder to match you to your perfect fragrance.
Sephora welcomes shoppers with a red carpet, a gold carousel sponsored by Dior to encourage easy discovery, and a separate space for The Beauty Hub filled with innovative products where testing is encouraged.
H&M Beauty is a 3,000 sq ft store inside H&M and it does not disappoint. It’s not all about low price, although Elf, NYX, Max Factor and Maybelline are showcased along with Color WOW with prices that start at $31.00 and premium Kayli Fragrance from blogger Huda Kattan.
Back in Las Vegas, Ulta gives a seasonal tour that starts with Halloween and offers a peek at holiday gifts to come. Recognizing the new front end, Ulta gives shoppers lots to add to their bag when picking up an online order.
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