Make Up For Ever's New Flagship Store Features Go Pro Make Up Stations
Katherine Pendrill — March 16, 2017 — Marketing
References: gcimagazine & wwd
With a growing number of beauty buffs interested in testing products before buying them, Make Up For Ever has added a number of Go Pro Make Up stations to its flagship store in NYC. Not only do the new makeup stations encourage interactions between customers and the products, but they also help to facilitate conversations with the sales staff.
The Go Pro Make Up station is designed as an interactive display that sits in the center of the store. There are seven stations for customers to sit, each of which features a tray of beauty products for the customer to try. There is also a 'Makeup Master' in between the seven stations, who can customize the shades in the boxes for each customer. While the Makeup Master can provide advice and pamphlets outlining how to apply each product, the stations are largely designed so that customers can test the products out for themselves. As the brand explains, the interactive beauty stations are designed around an innovative concept: "tutorials with a pro — not by a pro."
The Go Pro Make Up station is designed as an interactive display that sits in the center of the store. There are seven stations for customers to sit, each of which features a tray of beauty products for the customer to try. There is also a 'Makeup Master' in between the seven stations, who can customize the shades in the boxes for each customer. While the Makeup Master can provide advice and pamphlets outlining how to apply each product, the stations are largely designed so that customers can test the products out for themselves. As the brand explains, the interactive beauty stations are designed around an innovative concept: "tutorials with a pro — not by a pro."
Trend Themes
1. Interactive Beauty Stations - The addition of Go Pro Make Up stations in Make Up For Ever's flagship store highlights the trend of interactive beauty stations for customers to test products before purchasing.
2. Customer-product Interactions - The use of Go Pro Make Up stations encourages increased interactions between customers and beauty products, enhancing the trend of customers wanting to try products before buying.
3. Customized Makeup Experiences - The presence of a Makeup Master at the Go Pro Make Up stations allows for personalized and customized makeup experiences, tapping into the trend of consumers seeking tailored beauty solutions.
Industry Implications
1. Beauty Retail - The introduction of interactive beauty stations in Make Up For Ever's flagship store opens up disruptive innovation opportunities for beauty retailers to enhance customer engagement and provide experiential shopping experiences.
2. Cosmetics - The trend of interactive makeup stations presents opportunities for cosmetics brands to showcase their products and allow customers to test them firsthand, fostering brand loyalty and driving sales.
3. Retail Technology - The incorporation of Go Pro Make Up stations exemplifies the merging of technology and retail, providing a disruptive innovation opportunity for retailers to integrate interactive displays and enhance the customer experience.
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