Amopé's pedi pop-up pampers New Yorkers on the go
The RB (formerly Reckitt Benckiser) brand partnered up with supermodel Chrissy Teigen on March 5th to encourage passers-by to get complimentary pedicures ahead of sandal season.
Amopé ‘footmen’ ushered commuters to throne style chairs to have their treatments carried out with the brand's latest Pedi Perfect product, an at-home electronic foot file.
According to the foot care brand, the device's microabrasive roller surface and ergonomically-shaped head can remove tough, hardened skin while softening the soles of feet.
Beauty brands investing in store experience, now more than ever
In the last five years, cosmetic players have been rethinking their in-store experience, concepts and strategies to match what the online forum can offer in a sometimes cheaper or more efficient way.
International powerhouses like Clinique, Estee Lauder, L’Oréal and Benefit have all stepped up their game with the likes of pop-up stores and even digital kiosks.
This month color cosmetics giant, Benefit launched a new product to market, 'Roller Lash mascara', by way of ‘curl and cocktail’ pop-up parlours in London.
Throughout March, the three story Soho based building brings customers the opportunity to combine beauty and booze, 1950's style.
Depending on its' success, Benefit says it will be taking the concept on the road from 17th April.
Clinique also turns to pop-ups to offer personalized consultations
Estée Lauder’s Clinique also invested in a skin lab that offers consumers interactive personalized consultations in 2014.
The pop-up concept store consisted of 700sqft of retail space, where customers are offered the chance to experience a day in the life of their skin first-hand.
According to Vice President General Manager, Janet Saunders; "through an interactive, experiential journey, customers will stimulate their senses through state-of-the-art digital experience pods, receive personalised skin consultations with Clinique’s experts, and receive a free sample of their custom-fit moisturiser."
The investment in the store followed the introduction of the brand's Sonic System Purifying Cleansing Brush, a dermatologist developed, Swiss engineered cleansing brush designed to transform skin.
