Reinventing Beauty Store-Based Formats in the United Kingdom

Strategy Briefing

About This Report

Jun 2018

The store remains key in beauty purchases, as it enables consumers to try and feel products. Changing consumer behaviour has led retailers to re-assess their physical estate, using the space more creatively, with an emphasis on experience. Customers are looking for more personalised experiences offline, which cannot yet be emulated through online stores.

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Reinventing Beauty Store-Based Formats in the United Kingdom

Objective advice

There are opportunities for new platforms to give objective product reviews,moving away from mono-brand dominance and paid brand ambassadors.Cosmetics are discussed woman-to-woman rather than brand to consumer.

Physical space is key

The store remains key in beauty purchases, as it enables consumers to try and feel products. Changing consumer behaviour has led retailers to re-assess their physical estate, using the space more creatively, with an emphasis on experience. Customers are looking for more personalised experiences offline,which cannot yet be emulated through online stores.

Phygital, or the ultimate omni-channel experience

The convenience of online and the experience of offline are blending together– reinforcing the role of the store and bringing the best of both worlds together are key to increasing footfall. Among the touted cutting-edge technologies are“Beauty Mirror” and “Face Scanner”.

Bespoke

Bespoke products and services are becoming more sophisticated through the development of technology. Blending technologies have been brought into stores to allow consumers to create bespoke products for their skin on the spot.

Brand loyalty

Nothing beats the thrill of the new. Brands are engaging consumers through workshops and experiences. Online players are opening pop-up stores,bringing the digital navigation experience into offline stores.

Introduction

Scope
Key findings

Consumer Values are Changing

Consumers are looking for experiences and transparency
Opportunities for new platforms to give objective product reviews

The State of Distribution, with a Focus on Store-Based Formats

Store-based retailing remains the biggest channel
The direction is towards phygital stores
Bricks-and-mortar stores are more important than ever

Reinvention of Store-Based Formats: Curated Approach

An experiential consumer journey
A different approach to a consumer-centric experience
A move from brand to category store layout

Reinvention of Store-Based Formats: Service and Technology-Enabled Experience

In-store workshops drive product education, loyalty and experience
Pop-up stores: Try, learn and buy
Augmented reality transforms the physical retail space
Technology leads to bespoke beauty products
Technology disrupts store concepts: Connected beauty stores

Future Prospects

The ultimate omni-channel experience