The beauty industry is in a massive state of upheaval at the moment. Brands are starting to release more diverse and inclusive ranges of products, creating whole new customer bases and changing the perception that makeup is only for a certain type of person. To raise awareness of their new products and appeal to new audiences, beauty brands have had to find new and exciting ways to market themselves.
Pop-up stores have been ideal for beauty brands. They are attention grabbing, generate huge levels of excitement and allow people to try products before they buy them and see what is most suitable for them. With the decline of department stores, which usually house beauty counters, it has been even more important for beauty brands to interact with their customers one on one and pop-ups give them an incredible opportunity to do this.
The following 4 pop-up stores provided experiences for their customers that made them feel valued, helped them engage with exclusive products and gave them the chance to explore an exciting store like no other.
The YSL Hotel used plenty of good strategies to make sure it was a memorable experience that would promote its products and create excitement. As the pop-up travelled, it gained publicity from country to country that meant it had a guaranteed audience when it reached people’s cities. From the chance to win prizes to offering makeovers and photoshoots, the pop-up made an effort to make its customers feel valued by YSL. This pop-up is an ideal example to promote a beauty brand.
Inside the pop-up store was a team of dedicated make up artists who can show you your ideal shades and give you the chance to be the first to try new ranges. You then have the chance to have a photoshoot on top of a motorcycle, or you can pose with YSL’s own models, meaning you’ll have a permanent souvenir of the day and a photo bound to make any Instagram follower jealous. Customers can also get their lipsticks engraved with their own names, meaning they have a truly one of a kind beauty product and experience.
AHC (Aesthetic Hydration Cosmetics) wanted to make a huge impact when they launched in the Chinese market. To do that they erected a huge, two story glass box in the centre of Shanghai, creating a light and airy space that was both inviting and intriguing. The store was eye catching and bound to get people through the door.
Once inside, the store’s two floors fulfilled different purposes. The ground floor was used purely for the sale of products, so existing customers of AHC could stock up on their favorite moisturizers. The first floor was then filled with staff who could help customers pick out ideal products for their skin, giving a more personalized experience to customers who were unfamiliar with the brand.
The store had experts on hand to help create a personalized experience for customers who were unfamiliar with the brand, but also created a convenient store for experienced customers who knew exactly what they wanted.
Giorgio Armani Beauty
To help customers waste time before jetting off somewhere exciting, Giorgio Armani Beauty launched a pop-up in Sydney Airport. If the modern, sleek design of the pop-up wasn’t enough to draw people in, the statue of a gorilla and the chance to get Duty free makeup certainly was incentive for people to check the store out.
The store housed a condensed version of the Giorgio Armani Beauty range, including an exclusive lipstick shade only available in the pop-up store. On hand were Giorgio Armani Face Designers who were there to offer advice to customers and provide a makeup service. The decision to base the pop-up in an airport was successful because customers had time to explore the range of products and get a souvenir from their trip at the same time.
Most people wouldn’t associate eau de parfum with the great outdoors. Byredo thought that their new scent, with hints of fresh pepper, fig and tonka bean would be perfectly suited to a camping pop-up. The brand helped create a clean but somewhat rugged store that would help bring the countryside to the heart of Paris.
Inside, beauty products like eau de parfum and hand cream sat side by side with hammocks and granola pouches, blurring the lines between the bare essentials and luxurious cosmetics. It was a refreshing change of approach as so many beauty brands identify with a sense of glamour rather than nature.
The pop-up store was made more exciting by its collaborations with other brands to create unique products for the store. Working with French chef Jean Imbert, the store made frozen delicacies perfect for a weekend camping trip. For those who wanted to treat themselves, Byredo also paired up with Swedish fashion brand Our Legacy to create unique duffle bags and long sleeved T-shirts.
Hosting a successful pop-up shop, the brand went back to basics and took customers away from the hectic environment of a city and showed them the importance of simplicity. Byredo’s products were presented as just another basic essential needed for day to day life.
These beauty brands launched pop-up stores that were good examples of using short-term retail for success. Each found ways of appealing to existing customers and branching out to help new customers learn about their products.