With social media dominating the lives of consumers, it seems like everyone is constantly searching for that next Instagrammable moment. This creates an opportunity for brands to experiment with immersive environments that encourage engagement. For beauty brands, especially, this method captures their customer well.
Through our research, PSFK researchers put together a beauty report that details the numerous way brands are shaking up the industry in unique and exciting ways. Take a look below to see how NARS, Glossier and others are redefining the customer experience for the better.
NARS
French cosmetics company NARS created a multi-sensory pop-up playground in London that celebrates 20 years of their Orgasm line of products. The space consists of five rooms that represent each of the five senses, all decked out with interactive elements designed to be completely immersive.
NARS
Glossier
Buzzy DTC beauty brand Glossier recently launched its latest pop-up experience in Seattle. Known for creating pop-up stores that reflect local culture and millennial-friendly design, the brand covered its temporary store with greenery inspired by the region’s natural surroundings.
YSL Beauty
This French luxury brand YSL Beauty opened a pop-up store disguised as a gas station during the Coachella music festival, allowing customers to touch, feel and purchase a range of the brand’s latest and most popular items, plus share photos from an unrivaled location. There were even branded gas canisters.
YSL
Benefit Cosmetics
Beauty brand Benefit Cosmetics created a weeklong pop-up in Los Angeles that emulated a 50s diner, where customers could enjoy complimentary small bites while testing the brand’s products. The space also featured interactive elements such as an arcade claw machine filled with miniature makeup.
Benefit Cosmetics
Chez Vous
Singapore-based hair salon Chez Vous reinvigorates beauty service experiences with its immersive concept salon Hideaway. Customers must find a hidden door, where they’re greeted by a classic library. After pushing through a painting, they can get a message and then a haircut. The space promises a lineup of seven rooms perfect for snapping pictures, such as a rose quartz room and an oxygen bar.