Spurred by Snapchat stars and beauty bloggers, cosmetics consumers have a hunger for innovation like never before. Brands are increasingly responding by peeling away shopping malls and department stores to create bespoke spaces for experimentation, larger stock and room for play.
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Upscale cosmetics companies are moving beyond just new pigments and formulas to attract shoppers and are recognizing the value in stand-alone spaces to facilitate an experience. MAC Cosmetics announced this week that it will open a 1,480 SF boutique in Queensgate, its second stand-alone store in the region. Queensgate’s owner, Invesco, says the company has experienced 35% sales growth in health and beauty at Queensgate and has signed 16 new brands totaling over 55k SF to the shopping centre.
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Earlier this month, Charlotte Tilbury opened a new store in London’s Westfield shopping centre in White City. This is the makeup artist’s second stand-alone boutique (the first is in Covent Garden) and contains everything beauty fans could want, including a dazzling gift shop, a sumptuous Christmas collection, and an engraving service that will personalize products like compacts and makeup brushes. Shoppers can linger at the "eyebrow school" or have a one-hour session with a makeup artist to learn how to create your own signature look every day.
Tillbury’s glamorous boutique also offers a champagne bar where customers can relax as they get ready for big occasions like weddings.
The highlight of the shop though is the ability for shoppers to create a virtual makeover using the touch-screen Magic Mirror, a bold new concept that morphs your face into one of Tilbury’s signature makeup looks.
On Regent Street, The Innovation by Space NK store was designed as a test bed for the most innovative product launches, with room for an on-site beauty school for staff and space for “beauty experiences” for customers. The Crown Estate’s Regent Street portfolio manager, Katerina Mercury, said the store is a perfect example of the company working with retailers to create a "fantastic experience" for customers.
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