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The Future Of Beauty: The Future of Retail

By: Maura Cannon, Jennifer Marino, Yumiko Nishikawa, Denee Pearson
Posted: August 26, 2010
MPS degree program in Cosmetics and Fragrance Marketing and Management at FIT

Future of Retail: Yumiko Nishikawa (Shiseido Cosmetics America), Maura Cannon (Clinique/Estée Lauder Companies), Denee Pearson (Lancome/L’Oréal USA), Jennifer Marino (MediaCom).

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Taking the iRunway concept to the next level, the U.K.-based shopping portal allows its members to put together fashion looks across 20 brands and validate each other’s choices. It is a great example of how indie brands can find a way to grow.

Its success lies in both an open dialogue among members (such as “Are shorts okay to wear?” and “What is the perfect black dress?”) as well as an unbiased and pressure-free platform to play and ultimately purchase. This crowd-sourcing way of styling has drawn 140 million page views per month.

Another online community that has successfully turned into a brick and mortar retailer originated as the largest Japanese consumer cosmetic review site (similar to Makeup Alley). @Cosme now operates six retail stores in Tokyo that feature top ranked consumer products. This model helps busy consumers simplify their decision-making and validate their choices.

These stores are located conveniently within the Tokyo metro stations, an unexpected retail space where consumers congregate daily. Earlier this year, @Cosme also opened a kiosk with a vending machine to sell the top selling products available 24/7 on the metro platform.

Lululemon Athletica
Moving off-line to a successful retail store model, Lululemon’s impressive growth has been cultivated through its emotional connection and hi-touch engagement with consumers.