Design trends in perfumery and cosmetics retail
From the consumer’s point of view, all stores may be the same: shop window, cashier area, fitting rooms, shelves, mannequins … Nothing could be further from the truth.
In a store, absolutely everything responds to a clear objective, which is usually to create an environment conducive to sales. In this context, within the framework of the launch of our solutions for perfumery retail, we want to reflect on the key aspects in interior design projects for perfumeries.
The shopping experience
Each retail sector has its own characteristics and needs, which are marked by consumer habits, products and the consumers themselves. In this sense, one of the key aspects in perfumery and cosmetics retail is the shopping experience.
Going to buy perfume or makeup is not the same as going to the supermarket for vegetables and meat. In the second case, we know what we need. In the first, although we are usually informed thanks to the articles we read on the Internet, the help in the store of a specialist in perfumery and cosmetics is often necessary.
In this context, perfumery and cosmetic retailers use personalization, advice and services beyond the sale to give added value to their points of sale. How? Improving the assortments, giving a boost to digital innovation and the presence of technology in stores, thinking about the environmental impact, etc.
In short, this attention to the shopping experience begins with a design adapted to the consumer’s needs and habits.
Perfumery and cosmetic stores should take into account the creation of micro universes or thematic spaces, the premium location or even have a beauty corner where to try the products or experience a mini session or workshop of makeup.
Trends in perfumery and cosmetics retail
1. Design and layout
Increasingly, establishments in the retail sector are transforming their physical stores. Thus, from being a mere showcase and exhibitor of products, they are moving to spaces in which, as we said, the shopping experience and consumer trends are protagonists.
In this sense, the organization of perfumeries usually responds to distribution by micro universes or themes. For example, there are areas for makeup, hair care, body treatments, hairdressing, perfumes, etc.
We could say that the cornering or differentiation of the spaces depending on the target and the product category is a real trend in the retail sector stores in perfumery and cosmetics
Personalization is also gaining followers in this area in order to improve the shopping experience. Thus, an example of this is Sephora’s Gift Factory, a service to personalize gifts.
On the other hand, perfumery and cosmetics retailers opt for the use of in-store technology, digital signage or even premium locations and flagships. For example, in 2018 Douglas opened its flagship store in Frankfurt, a five-story building in which the shopping experience was completed with a consulting service and beauty treatments in the cabin.
La Gift Factory © Copyright. Sephora
2. More space for assortment
In addition to having thematic areas or spaces as well as premium locations, the perfume and cosmetic points of sale are open to new categories of products related to the world of dietetics, accessories, gifts and also fashion accessories.
3. Digital Signage
We have spent a long time thinking that online sales were the checkmate that would end the survival of physical stores. However, although ecommerce takes the cake when it comes to sales, the shopping experience is still very important for the consumer and, today, retailers from all sectors are looking for alternatives to merge the best of online and from the physical store at the points of sale.
One way to unite both worlds is digital signage technology that allows, through totems, screens, projectors, etc., the creation and distribution of the brand’s own content. In this way, digital signage offers us the benefits of digital advertising and more conventional advertising.
L’Oreal usually combines a circuit with digital signage, displays with touch screens and proximity sensors in its stores. Thus, it achieves that the client lives an interactive experience at the same time as immersive.
Omnichannel has become an imperative if we want to offer an authentic shopping experience and added value that differentiates us from the competition. In this sense, a very innovative example of omnichannel in perfumery and cosmetic retail can be found, once again, at Sephora.
In two of its stores in France, the brand has its “Beauty Hub”, a virtual lookbook accessible via iPad stations or interactive mirrors. These hubs allow customers to test products virtually thanks to augmented reality. They also offer customer recommendations, tutorials, etc. Additionally, items that customers see and try on these tech tools can be purchased in-store or online.
Beauty Hub © Copyright. Sephora
5. Concept store and sustainability
Many perfumery and cosmetic stores are modifying their spaces to incorporate a whole series of alternative services that can range from a cafeteria, to a library or sustainability initiatives.
In this sense, taking into account that Generation Z is one of the most demanding with companies and brands, Lush, for example, offers specific services to attract this market niche. Thus, the company is expanding internationally a type of concept store characterized by packaging free. In the same vein, The Body Shop opened at the end of 2019 a concept store in London that had a refill space and an activist corner.
© Copyright. The Body Shop
Design for retail in perfumery and cosmetics is one of the sectors that is working the most to create a unique shopping experience at points of sale. To do this, they opt for technology and omnichannel, in addition to approaching a concept store model.
All these changes and transformations at the point of sale require retail design solutions in which the sale in the commercial space is optimized and functionality and aesthetics go hand in hand.
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