Beauty

Making a beauty brand look the part

A beauty-specialist retail store wanted to update its brand aesthetics to be more relevant to the current context and millennials.

Research discovered that for this ‘selfie’ generation, looking good makes them feel good. The brand needed to transform from just making them aware to inspiring style, adding personality and fuelling aspiration. 

With the brand idea of ‘Radiant Confidence’, the task was to shift the experience from a modern trade store to a beauty-centric one.

We audited the entire customer journey, de-cluttered the store, minimised partner branding and created more room for the brand experience to shine through over the partner brands.

We recommended the customer journey include beauty experiences such as a nail bar, beauty stations to experiment with make-up, inspiring displays of new arrivals, and “beauty stylists” instead of “brand advisors”.

All this, to inspire confidence and beauty inside and out. The result–a completely transformed retail experience that went from the feel of a drug store to a stand out beauty brand.

Note: This project was completed during the tenure at my previous employer.