BEAUTY CARE

Hot Concepts: Whole Foods’ ‘Beauty Week’

BY Antoinette Alexander

Competition within the retail beauty space continues to heat up as Whole Foods Market, which has long been lauded for its beauty standards, made an even bigger splash with its inaugural “Beauty Week” that took place in late March.

(Click here to view the full Category Review.)

During the event, Whole Foods celebrated all things beauty related with events, classes, demonstrations and promotions to inform shoppers about the retailer’s selection of personal care products and cosmetics.

During “Beauty Week,” all Whole Foods Market locations offered a limited edition “Hello, Beauty!” bag for $18 (valued at $60). Each beauty bag contained six exclusive product samples, including derma e Microdermabrasion Scrub, Acure Cell Stimulating Facial Mask, Giovanni 2chic Ultra Repair Shampoo, Pacifica Eye Shadow Duo or Lipstick, Trilogy Vital Moisturizing Cream and Gabriel Mascara, plus $5 in beauty coupons. The bags were made with 100% cotton recycled saris from RIJI Green, a business committed to ending human trafficking.

“One thing that really sets us apart in the beauty industry is our standards. Our shoppers know and trust us because we have baseline standards that prohibit 50 ingredients in the products we sell, along with our top-tier standards, called Premium Body Care. When we first launched our premium standards in 2008, we had about 400 products that were certified — now we have more than 4,000,” said Maren Giuliano, executive global Whole Body coordinator.

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Hot Concepts: The Dove Intelligent Shelf

BY Antoinette Alexander

Smartphones and digital technology are no doubt revolutionizing how shoppers experience and purchase products. To stay ahead of the trend, Unilever’s Dove and Intel have teamed up to develop the Dove intelligent shelf, using Intel RealSense technology, to showcase multiple ways to use technology to sell product.

(Click here to view the full Category Review.)

The passive side of the display features looping video and software that can deliver insights into the effectiveness of messaging and real-time shopper data.

The active side of the display has a tablet that interacts with an app on the user’s smartphone to deliver product information. Users can take advantage of smart and personalized offers based on browsing and purchase history.

The reactive side utilizes facial recognition technology to adapt the messaging to the gender of the shopper to drive Dove products for both men and women. There also are shelves with product and infrared technology. When a shopper removes product from the shelf, a corresponding tablet will play relevant content about that specific product.

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Hot Concepts: Sephora Goes Big in Digital

BY Antoinette Alexander

Striving to be a digital leader in beauty retail, Sephora is feverishly developing new technologies. Among the most recent developments are:

(Click here to view the full Category Review.)

  • Beacons: Sephora will be using Beacons in stores to deliver timely, personalized alerts to clients who opt-in. Shoppers can receive birthday alerts, loyalty program updates and be notified when new trainings are happening in-store.
  • Pocket Contour: Sephora will be releasing a new digital experience in partnership with Map My Beauty, the first-of-its-kind cross-platform personal virtual makeup artist application, that takes the mystery out of contouring, a growing consumer trend in beauty. By analyzing a user’s photo on mobile, the app helps identify face-shape, and provides personalized step-by-step guidance on how to apply makeup for the perfect contoured look.
  • Augmented Reality: The beauty retailer has created its first augmented reality experience via the Sephora-To-Go mobile app for iPhone. Launching in April, customers can engage with custom content by hovering over nine brand founder faces — such as Josie Maran, Laura Mercier, Kat Von D — featured in the Sephora windows and display cases. Scanning each image will show such content options as brand founder interviews, product videos, animated GIFs, YouTube playlists and product pages on Sephora.com, all without leaving the app.
  • Sephora Flash: Sephora Flash allows customers free two-day shipping on all products. Flash is free for Rouge Beauty Insider members, and $10 a year for all non-Rouge members.

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