Beauty Store Business

DEC 2018

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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44 December 2018 | one-on-one salesperson who can spend time with them, getting to the core o what the clients want and need, all while making them eel more comortable." Indeed, McReynolds believes there are questions every beauty retailer must ask: Is my store environment immersive? Does it inspire customer exploration? Does my physical space help create a sense o community or guests? Are my associates product and service gurus who can provide curated consultations and impart expert knowledge? "Beauty retailers have a leg up, since con- sumers still preer to touch, try on and sample makeup and products beore buying within the physical store," McReynolds explains. "And, while there are many exciting technologies and digital capabilities retailers can deploy to enhance the path to purchase, i the underlying in-store oundation is not optimized, these customer experience investments could all lat." McReynolds points to Draper James, Reese Wither- spoon's Nashville liestyle brand, as a great example o an experience being curated rom the moment customers enter: Personiying Southern charm rom overall aesthetic to sweet tea service, the concept tells the brand's story at every turn. "I think retailers need to identiy their brand story–and how they'll tell that, both online and oline," McReynolds says. "But the physical store is where you can really make that impact." At Shen, or example, the customer experience includes plentiul testers to encourage engagement, and Richards requires that each brand send a new set quarterly to ensure reshness. "This is not only a representation o your brand at retail but also allows the customers to see the potential o products," she says. "We sell mostly niche brands, so or them to produce sample sachets is very expensive; hence, we invest in small sample jars or customers to take home and try." Meanwhile, Shen customers can request that any speciic products they want to try be used in services in-store, such as acials. "We have all the products in the store in the treatment rooms and each experience is catered to your skin type," Richards explains. "One o my pet peeves was always walking out o a acial and having 19 products by one brand lined up and the esthetician insisting I need them all. Not one brand o products is right or everyone, so it's important to diversiy and show the customer why–which also prevents people rom buying the wrong product or themselves." As an extra touch, estheticians give The Beauty Che boosters and supplements to clients ater acial treatments or a memorable inish. Finally, McReynolds recommends that retailers must keep an eye on social media engagement. "For beauty retailers in particular, reimagining the store o the uture requires an intense ocus on creating those Instagram- mable moments," she asserts. "In today's digital world, social currency is invaluable. Brands must assess whether they have Instagram-worthy areas within the store to drive social interaction and inluence among consumers." To create winning events and a lasting impression, Melissa Gonzalez, CEO o The Lion'esque Group in New York, also advocates incorporating Instagrammable moments. One memorable Lion'esque project, with the Too Faced cosmetics brand, invited a slew o inluencers to unveil its waterproo mascara, complete with a bathtub and mermaid tail or snapping pics. Swings added a playul element or all ages, while another area allowed attendees to shoot their own music video. The our-day event received widespread press coverage, rom Elle to PopSugar, plus a huge boost in social media interaction and brand awareness. PERSONAL TOUCHES At Flourish Body Care in White River Junction, Vermont, its retail store goes "all out" to create a great customer experience, says Kirsten Connor, owner and ormulator. With a Happy Hour and Sampling Program on Friday evenings and ree mini-acials once per month, customers are lured in not just to shop but also to experience the brand and enjoy themselves. "We've installed a huge sink where customers can try things out to see how they really work; we switch up the lighting–bright by day, sot and low by evening–and we keep the music upbeat or instru- mental with a unky vibe (there's absolutely no loud or intense music in here!)," Connor notes. "But the thing that has made the biggest dierence o all, and it's completely subliminal, is a very large array o 'eature' plants that we rotate to dierent areas o the store. They completely draw people in. It eels very alive and engaging but also completely natural, and it helps people relax in here and linger." Similarly, at ScrubzBody in Farmingdale, New York, owner Roberta Perry plays upbeat music, while an essential oil diuser sends pleasing ragrance into the air. "We always have the shop decorated and immaculate, so even Actress Julianne Hough uses the Sally Hansen ManiMatch augmented reality app to "try on" various nail colors. At Neiman Marcus, shoppers can virtually explore products on a screen, view alternate colors and styles and get tips •or accessorizing an out•it. From Top: courtesy o Sally Hansen, Neiman Marcus

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