Across China, A.S. Watson and L'Oreal are introducing experience-centric Colorlab by Watsons concept stores, which aim to appeal to younger shoppers with a fresh, innovative approach to shopping. As online shopping has played a huge part in changing the way consumers shop, these stores are set to put a premium on experiences by offering consumers on-site advice and expertise, as well as the chance to play around with the available cosmetics.
Two of L'Oreal's top makeup brands, L’Oréal Paris and Maybelline, will make up about 30% of the displays in Colorlab by Watsons, alongside others like Collagen, Makeup Miracle, Japan's Kiss Me and K-beauty brand CLIO.
In order to better compete with online markets, retailers are investing in experiential shopping as a way of connecting with their core demographic and offering them real value.
Experiential Cosmetic Stores
A.S. Watson & L'Oreal are Launching the 'Colorlab by Watsons' Concept
Trend Themes
1. Experiential Shopping - The rise of experiential shopping in the cosmetics industry creates opportunities for brands to connect with younger shoppers through interactive and personalized experiences.
2. On-site Expertise - The integration of on-site advice and expertise in cosmetics stores allows brands to differentiate themselves and provide added value to customers.
3. Online-offline Integration - Retailers are finding ways to bridge the gap between online and offline shopping by offering unique in-store experiences that cannot be replicated online.
Industry Implications
1. Cosmetics - The cosmetics industry can leverage experiential stores to attract and engage younger consumers, providing a competitive edge in the market.
2. Retail - The retail industry can benefit from the adoption of experiential shopping, creating opportunities to drive foot traffic and enhance customer loyalty.
3. Beauty - The beauty industry can tap into the trend of experiential shopping to showcase new products and build emotional connections with customers, leading to increased sales and brand loyalty.