Technology revamps beauty shelf
Beauty is increasingly extending beyond the shelf thanks to greater interactivity between the virtual and beauty worlds.
Mintel Beauty & Personal Care recently announced that a key trend to impact global beauty consumers in 2012 is “Kinetique,” and part of that trend is point-of-sale retail and packaging elements. Examples of sound, video and QR codes embedded in beauty packaging have already started to appear. For example, Urban Decay’s Book of Shadows Volume IV has a USB port built into the palette so she can download makeup tutorials and listen to music while getting ready.
Another example is Glamour magazine, which set up in New York City during Fashion Week a temporary, shoppable wall stocked with beauty products. Leveraging SpyderLynk’s Snap-to-Buy technology, beauty mavens scanned 2-D bar codes with an app on their smartphone to instantly buy the product for home delivery.
The Body Shop gives beauty a ‘pulse’
The Body Shop, which was acquired by L’Oréal in 2006, is looking to revamp its 2,700 global stores to its new store concept, dubbed “Pulse,” according to published reports. The first Pulse Boutique opened in March in London on Oxford Street, according to reports.
The new Pulse Boutiques will center on the brand’s Beauty With a Heart movement, which is a campaign that aims to empower people worldwide to “Look Good, Feel Good and Do Good.” The concept will be rolled out either through new stores or remodeled stores, and is designed to enhance customer flow through the stores. Customers will find “try before you buy” product stands and “storytelling” tables, where customers can learn about the product and how it has been made, according to reports.
DR Look Boutique finds success in sampling
The key to smelling success in the fragrance category is to unlock the segment — literally. Yet, finding ways to successfully enhance the shopping experience through sampling always has been a bit tricky for mass market retailers. The answer, however, may just lie within the upscale beauty department at Duane Reade’s flagship store at 40 Wall St. in New York City.
In Duane Reade’s Look Boutique at 40 Wall St., shoppers will find a fragrance tester that enables both men and women to try before they buy. How it works: Shoppers place their wrist beneath the nozzle for a spritz of the fragrance they want to test. This type of tester not only enables shoppers to actually smell the fragrance on their skin — versus on, say, a strip of paper — but also eliminates the threat of shrinkage. Above the nozzle sits a bottle of that respective fragrance so consumers can see it; however, the bottles are secured in a glass case.
A recent study from Total Beauty Media Group, a digital publisher of beauty and health content, found that 59% of the more than 480 female respondents said that scent samples and in-store trials were the most influential factors in their buying decisions.