In a society that never sits still, retailers need to work even harder to try to keep their customers in their stores and on their websites. Here, we investigate how one-stop shops have found a winning formula by blending high-end and lower-tier products, and why curated, insider-endorsed edits of product are having their moment. Plus, we take a look at why Estée Lauder’s new Millennial-targeted line is taking a different retail approach to its ‘big sister’ brand.
Shiseido has launched an interactive, kiss-sharing mobile campaign to promote its new lipstick collection to digital natives Gen Z – a group that now constitutes 40% of global consumers (Pew, 2015).
A new beauty brand is set to disrupt the industry’s traditional distribution model by tapping into the ‘see-it-want-it-now’ consumer attitude – a bold move that could shape future product launches.
British publisher Time Inc. UK has launched a beauty website called Powder that offers personalised product suggestions based on users' self-selected filters, shrewdly wrapped in corresponding editorial content. A box of personalised products (both samples and full-size) can also be ordered for £36 ($52) every quarter.
Image source: SMG
New British beauty e-marketplace Blusho is shaking up the sector with an unusually democratic retail model that merges user-generated content within an affiliate e-commerce model.
The site allows anyone from professional make-up artists to amateurs to become influencers by sharing images of their work within the community, or participating in themed competitions. However, only top contributors – those deemed by Blusho as having particularly high-quality work – are invited into an elite section on the site where they are able to monetise their content.
French beauty retailer Sephora is gunning to become a forerunner in digital beauty retailing with the launch of an innovation lab and four new digital initiatives.
Topics: e-commerce, mobile, Innovation, mobile commerce, technology, omnichannel, fashion, social media, retail, beauty, Weekly Stories, mcommerce, fashion tech, mobile apps, instagram, ecommerce, Online Shopping, Retailing