Cleanse. Tone. Innovate: The Beautiful New Face of HBA ... - IRDC

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Cleanse. Tone. Innovate: The Beautiful New Face of HBA ... - IRDC

THE BEAUTIFUL NEW FACE

OF BEAUTY RETAILING

IRDC SEPTEMBER 2012

PRESENTED BY: JOANNA FELDER, ALI WENTE, GENE FINA


JOANNA FELDER

VP, Intelligence & Brand Strategy

Chute Gerdeman

ALI WENTE

VP, Global Sales & Education

H2O+

GENE FINA

VP, Retail Design

Radical Skincare & Beauty Investors


A Beauty Revolution

Let’s take a look at

what’s making the

mark in beauty today...

3


BIG IDEA:

Retail identity vs.

brand identity

There’s always been a push-pull between environment and brand.

Who owns the space? How do you “stand out” as a brand? How do

you “modulate and control” if you’re the host of many brands? One

thing is for sure, it’s not a one-size-fits-all application, but rather an

individual exploration of what’s right for the brand.


Retail Identity vs. Brand Identity

LORD & TAYLOR


Retail Identity vs. Brand Identity


Retail Identity vs. Brand Identity

GALLERIES LAFAYETTE


BIG IDEA:

Breaking down

barriers

In prestige, we’re seeing deconstruction—breaking down the barriers

between consumer and product. Encouraging interaction AND

consultation is a big part of the experience.


Breaking Down Barriers

CHANEL

at SAKS


Breaking Down Barriers

DIOR


Breaking Down Barriers

CHANEL


BIG IDEA:

Surprising players

are innovating

With convenience and accessibility on their side, drug stores are the

modern stop for today’s time-starved customer. The challenge: create

a premium experience in a self-serve environment. One of the ways

we’re seeing these retailers respond is by introducing technology in

the form of a virtual assistant or consultant.


Surprising Players Innovating

DUANE READE


Surprising Players Innovating

WALGREENS


BIG IDEA:

Speak with

authority

Because she’s seeking “the best” in every category, a single brand

head-to-toe approach doesn’t work anymore. Brands with category

dominance are expanding into new areas with bold messages

of “authority.” Display techniques, smaller and edited, keep the

customer’s attention focused.


Speak With Authority

ESTEE LAUDER at SELFRIDGES


Speak With Authority

BOBBI BROWN


Speak With

Authority


BIG IDEA:

Cater to the

customer

Prestige brands are learning from self-serve environments, and are

giving customers more freedom to shop—free of “the regimen” and

the, sometimes overbearing, consultant.


Cater to the Customer

CLINIQUE at BLOOMINGDALES


BIG IDEA:

Lighting the space,

not just her face

Lighting designers and digital artists are adding an element of the

theatrical and bringing new levels of excitement with edge-lit fixtures,

prism-like walls and brilliant LED and digital displays. The effect is

ethereal, dramatic and impossible to miss.


Lighting the Space

MAC


LIGHTING, THE SPACE, NOT JUST HER FACE

Lighting the Space


LIGHTING, THE SPACE, NOT JUST HER FACE

Lighting the Space


BIG IDEA:

New categories

heating up the

beauty market

Services have been infiltrating retail floors for several years, and

continue to flourish as we see brands looking for opportunities to

capture new and retain existing customers. Facials have given way to

manicures and brow services.


NEW CATEGORIES HEATING UP THE BEAUTY CATEGORY

New Categories

SEPHORA


NEW CATEGORIES HEATING UP THE BEAUTY CATEGORY

New Categories

WALGREENS


New Categories

BLINK at JOHN LEWIS


BIG IDEA:

Editorial ideas

at retail

What’s hot, what’s new, what’s next? Consumers see the features that

graze the pages of their favorite monthly fashion magazines now

getting prominent placement on the retail floor.


Editorial Ideas at Retail


Editorial Ideas

at Retail

31


Editorial Ideas

at Retail


BIG IDEA:

Subscription based

beauty sampling

We all love to sample things—from food to beverages to beauty.

Retail and beauty brands have caught on and discovered that

sampling helps expose customers to new products and might

increase intent to purchase if they try before they buy. This new era

has introduced beauty-sampling subscriptions with curated product

just-for-you. Birchbox has led the way and paved the path for many

others that have since followed.


Subscribing to Beauty

BIRCHBOX


Subscribing to Beauty

BEAUTYFIX

CURL BOX

GLOSSYBOX

TOTAL BEAUTY COLLECTION


CONTACT US:

Chute Gerdeman

chuteevents@chutegerdeman.com

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