Beauty pop-up shops offer cosmetics products in a more accessible form
Implications - With an onslaught of new products released each year, the beauty industry can seem over-whelming to first-time consumers. As a result, many brands are opening pop-up shops offering sample products and services. This approach pairs a "try-before-you-buy" ethos with a customized experience, ultimately enticing consumers who are interested yet reluctant to commit.
Workshop Question - In what ways can your brand adapt to this "try-before-you-buy" model?
Trend Themes
1. Pop-up Shops - Temporary pop-up shops that offer sample products and services paired with a 'try-before-you-buy' ethos and a customized experience are enticing consumers who are interested yet reluctant to commit.
2. Immersive Brand Experiences - Offering immersive experiences that are relevant to consumers, and that provide a positive one-off encounter with brands, can be a particularly useful tool when aim to entice the discerning millennial consumer.
3. Wholesome Beauty - Dedicated to high-quality and wholesome products, many beauty brands are offering naturally sourced skincare and makeup that appeals to visitors with an appreciation for clean aesthetics, as well as those looking to invest in socially conscious and sustainable goods.
Industry Implications
1. Beauty Retail - Temporary retail stores with a focus on providing unique customer experiences and a welcoming atmosphere that is conducive to sampling and discovering new products could disrupt traditional beauty retail models.
2. Fast Beauty - Fast beauty brands that cater to millennial consumers, which prefer quick and easy access to beauty products that prioritize affordability and visual appeal, may benefit from offering customers immersive experiences and personalized, co-created beauty products.
3. Luxury Retail - Luxury retail shops that offer consumers an immersive brand experience, including VIP events and 1950s-inspired beauty and cocktail bars, can help to establish a brand's lifestyle identity and attract discerning millennial consumers.
