While overall beauty sales increased in 2022, online prestige beauty sales fell 14% year-over-year, according to a report from 1010Data. The same report said sales increased at both Macy’s and Target’s brick-and-mortar stores.
A similar picture was drawn by Mintel consumer data in September 2022*. It found that 61% of his beauty and personal care consumers shop in-store at mass retailers, compared to just 44% online. Drugstores and grocery stores also showed a similarly large gap between in-store and online shoppers. Amazon is the sole exception, with 61% of shoppers having purchased beauty products online in the last 12 months.
This suggests that given the choice between bricks-and-mortar and e-commerce stores, more US beauty consumers are choosing the former to purchase products. Marisa Ortega, retail and e-commerce analyst at Mintel, believes that with the increased focus on “what is of value,” consumers are looking beyond price. I’m here. “naGoing forward, product efficiency, improved shopping experiences, and ethical practices will be key differentiators for brands and retailers.‘ she said.
nail paint robotna
In fact, most consumers don’t shop for beauty products the same way they buy food, electronics, or other categories. Beauty retail is expected to become more interactive. Make it fun, offer try-on options, and be TikTok-worthy or Instagrammable. A brick and mortar beauty store should feel like a ‘destination’ or an ‘experience’.
Colombe Bommolear, senior director of research and insights at Kantar, believes that shoppers have long waited to return to in-store shopping and that investments in AR and AI have also improved the beauty shopping experience. I was. “I’d like to keep an eye on Target and what they’re doing, like last week’s National Retailers’ Show and nail-painting robots in stores.” she said again.
Here she mentions six Target stores across the US that have introduced manicure treatments with AI robots trained to draw fingernails. San Francisco-based startup Clockwork’s service costs $8 and takes about 10 minutes.
The most interesting store in the worldna
One great example of an enhanced shopping experience is the Showfields store in Brooklyn. The self-proclaimed “most interesting store in the world” was laid out like a room in a house, mixing beauty products with fashion, wellness, food and drink, and interiors. White for pop-ups and experiential activations. There was also box space.
Beauty brands such as Gussi, ILERA Apothecary, Flamingo and Geology are just a few, but there is also Lush Cosmetics’ Sensor Room, which aims to help visitors disconnect from the world using light, sound and scent. bottom.
“We try to provide context instead of just showing the product and telling the brand story.explains Showfields CEO Tal Zvi Nathanel. “Travel through the house and each room is decorated with different products. It’s experiential with lots of tasting moments. ”na
Mossy hills and mushroomsna
Once a digitally native brand, Glossier also realized the need for a special experience when it launched its brick-and-mortar stores. We put a lot of effort into trying out products, and every store is a fun experience. The LA store was decked out with giant merchandising and billboards, while the Seattle store was decked out with mossy hills and mushrooms.
in an interview with forbessaid Kyle Leahy, CEO of Glossier.Our stores are just one part of our omnichannel strategy, but they are very important as a key component of a differentiated customer experience and as a profitable growth channel. ”na
Recently, Ulta Beauty introduced a new layout in 44 stores to help consumers better navigate their mass-market and luxury goods and draw more attention to the services they offer. In addition to its in-store hair salon, it also launched a beauty bar offering brow and makeup services in partnership with MAC and Benefit.
store-in-store modelna
Ulta previously launched mini stores within Target stores, offering a curated collection of over 50 skin, hair and makeup brands, assisted by Ulta-trained expert advisors. The partnership promised to launch within his 800 stores over time.
JCPenney also recently saw success with a similar store-in-store JC Penney Beauty venture offering over 170 beauty brands and virtual try-on technology. The plan was to expand from a pilot of 10 brick-and-mortar stores to 600 by this spring.
“We offer mass, masstige and prestige beauty products through the lens of the consumer.” Jo Osborne, JCPenney’s GMM Beauty Senior Executive, said: We also continue to evolve our salons, recently adding Murad treatment services in many locations, with plans to expand to 150 by the end of 2023. ” na
JCPenney’s former digital native partner, Thirteen Lune, is also among those 600 JCPenney Beauty stores, and was also planning to open a flagship store in Los Angeles.
Meanwhile, another online-only business, PROVEN, also planned to launch customized skincare products in select Sephora stores across the U.S. this year. It was planned to feature an interactive display for learning about the benefits of your skin care routine.
