The Body Shop gives beauty a ‘pulse’
The Body Shop, which was acquired by L’Oréal in 2006, is looking to revamp its 2,700 global stores to its new store concept, dubbed “Pulse,” according to published reports. The first Pulse Boutique opened in March in London on Oxford Street, according to reports.
The new Pulse Boutiques will center on the brand’s Beauty With a Heart movement, which is a campaign that aims to empower people worldwide to “Look Good, Feel Good and Do Good.” The concept will be rolled out either through new stores or remodeled stores, and is designed to enhance customer flow through the stores. Customers will find “try before you buy” product stands and “storytelling” tables, where customers can learn about the product and how it has been made, according to reports.
DR Look Boutique finds success in sampling
The key to smelling success in the fragrance category is to unlock the segment — literally. Yet, finding ways to successfully enhance the shopping experience through sampling always has been a bit tricky for mass market retailers. The answer, however, may just lie within the upscale beauty department at Duane Reade’s flagship store at 40 Wall St. in New York City.
In Duane Reade’s Look Boutique at 40 Wall St., shoppers will find a fragrance tester that enables both men and women to try before they buy. How it works: Shoppers place their wrist beneath the nozzle for a spritz of the fragrance they want to test. This type of tester not only enables shoppers to actually smell the fragrance on their skin — versus on, say, a strip of paper — but also eliminates the threat of shrinkage. Above the nozzle sits a bottle of that respective fragrance so consumers can see it; however, the bottles are secured in a glass case.
A recent study from Total Beauty Media Group, a digital publisher of beauty and health content, found that 59% of the more than 480 female respondents said that scent samples and in-store trials were the most influential factors in their buying decisions.
Kiosks reach shoppers out of store
It’s called automated retailing. While retail merchants MaxWellness and Kroger are still in the pilot phase, more or less, this should become a fast brand extension that can reach consumers in remote locations — the bus stop/train depot, the hospital, the airport, the school, the gym or inside another noncompetitive retailer’s box.
The advantages are just too good for these mini-boxes not to take hold. To begin with, there’s brand extension. Only the Internet can be as effective in attributing a national presence to a regional operator.
Then there’s overhead. Product development costs may run a little more expensive, as a product may need to be repackaged to work within the automated retailing box, but that’s quickly offset by the lack of labor costs — replenishment can be contracted out to a third party — to support a round-the-clock service.