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Beauty for All: The Future of Prestige at Mass

By: Alison Aidlin, Elizabeth Del Pozo, Devin Homsey, Anahita Mekanik and Liza Rapay
Posted: August 26, 2011

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Drawing inspiration from such brands, we aim to transform the next generation mass beauty aisle into an experiential outlet beyond a convenience destination. How? By offering her what she is not expecting from beauty brands in mass today: an inspiring source of product discovery through a unique 6-perience that engages her senses and her mind.

From Consumerism to Culture: Iconic prestige brands (Prada, Apple) have already abolished the boundaries between fashion, architecture, design and contemporary art. They offer distinctive, intimate, yet public spaces in which people love to be in and interact with their products. This meshing of consumption and culture has heightened consumers’ expectations.

From high productivity to high product–connectivity: Our merchandising philosophy builds upon the trademark attributes of mass—accessibility, freedom and value—to elevate the overall shopping environment. Our new floor design is both inviting and inclusive, breaking away from the traditional linear layout to create a new mindset of sharing and shopping together. High product-connect-ivity becomes the new lens to drive sales.

Introducing The BeautySphere

A multi-sensory playground where she can discover great products and connect with a tribe of like-minded beauty lovers. The circular design is organized around three rings of expertise. A dedicated beauty hostess is present to welcome shoppers and assist them if they’d like. Headsets are also available with thematic tutorials, guided tours throughout the beauty and fashion department or the latest audiobooks available in the store.

Level 1—The human touch. The first sphere helps consumers define their needs or areas of interest. It is a source of education and storytelling for the brands and the retailer. There are four modular stations equipped for on the go! services such as makeovers and skin analysis, as well as a virtual beauty post where consumers may scan QR codes for detailed product info, access the store website to post their product review on the spot, or place an order for home delivery.