Retail Forecast: The Changing Face of Beauty (Part 2)

Last week, we discussed how community-led experiences have become integral to the success of modern beauty brands. With a focus on belonging and togetherness, these beauty communities are often considered to be the ‘human’ or emotional element of beauty retail, far removed from the transactional nature of old school purchasing. And this human approach brings us nicely into the second part of our series:

No2: The Power of Tactility

While we may have physical retail experiences at the core of what we do, we are not blind to the success of e-comm and social commerce in the beauty industry. Without these multi-channel elements, beauty brands would be doing a disservice to an increasingly digitally native consumer. But while these online channels can be incredibly agile, risk-taking and influential (we’re talking Caroline Hirons) they still cannot quite compete with the tactility of the physical beauty store.

Simply put, tactility is the very nature of beauty.

Every demographic, even those defined as digital natives, attest to the benefits of experiencing their beauty products first-hand before purchase. This is particularly relevant in the cosmetics category, with over 75% of consumers admitting that they purchase more make-up in-store than online. Despite virtual reality shade finders becoming more prevalent, the accuracy is still to be determined and so in-store visits are still a must for cosmetics purchases. However, this physical shopping experience is equally importance for other categories within beauty and wellness, including fragrance, haircare, skincare and more.

We’ll kickstart the concept of tactility in the beauty industry with fragrance. While the aforementioned virtual shade finders might assist somewhat with online cosmetics, the fragrance category is often reduced to written descriptions of botanicals which will hopefully allude to the final scent. But it is widely known that scent is entirely dependant on the wearer, and so these written descriptions - while necessary - cannot ever be a true decider.

With that in mind, brands such as Loewe have sought engaging physical spaces which invite customers to truly experience fragrance first-hand. The LVMH-owned brand toured their Loewe Greenhouse initiative across Spain earlier this year. The lush greenhouse, filled with vegetation and ‘cozy spots’ to relax, was inspired by the brand’s Botanical Rainbow line and Loewe Home Scents – both of which are based on scents found in nature. While this touring pop-up may have been short-lived, the interactive nature of the space provided customers with a first-hand scent experience in a whimsical and vibrant setting.

Over in Paris, Marionnaud launched their new-generation store with a keen focus on tactile experiences. Understanding the importance of engaging the senses for fragrance, they utilise a Paperscent device to diffuse fragrance onto cards for consumers to test. Using technology in this manner works to perfect the 'scent experience’, releasing the optimum amount of fragrance each time.

However, scent is not the only sense which requires tactility in beauty. Well before the pandemic, we placed a great importance on the sensory experiences we have with beauty and wellness products. But a surge in self-care throughout the lockdown years has continued to play a huge part in how we navigate the sector. Cosmetics Design refers to texture as being one of the ‘key sensorial elements of a cosmetic formulation and can subconsciously play a significant role in the perception of quality and efficacy’. This correlation between texture, touch and quality highlights just how important it is for beauty brands to offer a truly 'hand on' experience within the retail space.

Beauty retailers across the globe are no stranger to this concept of hands-on beauty, with H Beauty, Selfridges, Douglass, Lush and Boots (to name just a few) presenting opportunities for consumers to colour match cosmetics, take part in a skin analysis or get hands on with a bath bomb.

Over the last year, both Sephora and Space NK have launched stores which feature ‘play tables’ for cosmetics, skincare and fragrance. Without needing to book a treatment or engage in a full makeover session, customers are encouraged to navigate the play tables themselves and discover a beauty selection curated by the retailer. Moisturisers can be trialled on skin, lipsticks rolled onto the back of hands and fragrance can be spritzed.

Andy Lightfoot, CEO at Space NK, said: "The store represents the physical evolution of Space NK; a more customer centric, welcoming environment with more brands, more choice, more exclusives all there to be touched and tried together with our expert staff.”

Drawing back to the point that over 75% of beauty consumers will make a purchase in-store, it is important to recognise the importance of this ‘touch and try’ experience in beauty.?

We end part two of our series with a project of our very own, for the iconic ghd.

As a revered haircare brand, they have not failed in their attempts to become one of the most sought after brands in the market. Earlier this year, they launched the Duet Style and social media went wild, with thousands of reels and videos showcasing just how impressed customers were. But while exemplary reviews across social media may influence some, there remains some uncertainty for others who desire a chance to trial products (particularly ones with a premium price tag) before purchase.

The brand activation we designed and produced for the Duet Style in Selfridges is entirely focused on the power of tactility, transforming the hype of social media videos into a physical space. Multiple sensory experiences take place within the pop-up, from the opportunity to trial the Duet Style on your own hair (or a hair sample) through to a liquid metal backdrop, which was suggestive of running water. The final piece of the puzzle was the selfie light, providing customers with the perfect moment for capturing their experience with the Duet Style.

"Tactility is the very nature of beauty". We delivered this point early on and we finish with it too. Drawing on the human senses, most notably scent and touch, can encourage an overtly visceral response to products and services; a response which simply cannot be replicated online.

Our reference to the 'power' of tactility is just that - there is nothing more powerful in physical beauty retail than the opportunity to engage the senses. As we progress into 2023 and beyond, we predict unwavering support of this trend from key brands in the beauty industry.

Stay tuned for Part 3 of our series, coming next week….