Story, a concept store located in New York’s Chelsea neighborhood, was founded by Rachel Shechtman with “the idea to create a retail concept that would serve as a matchmaker between brands and consumers, integrating strategies of marketing, merchandising, and business development.” Story looks to change its featured theme and reinvent itself every four to six weeks; for their latest incarnation they have partnered with beauty giant Coty.
For Coty, whose biggest brands CoverGirl, Rimmel, Sally Hansen, and Clairol are pretty much available in all mass chains, the sponsorship of a pop-up store is to try different retail concepts. Senior VP of Coty Shannon Curtin tells AdAge she sees this experience as “… a living lab. This is a way for us to try different things and see what sticks, what might be scaleable, and take the essence of what consumers thought was most engaging and start putting that through the market where it makes sense.”
It should be no surprise to hear that the concepts being tested are digitally engaging, fully interactive, and ready for their Instagram moment. Provided one is ready to interact with the displays and spread the word on their socials, below is a flavor of the interactivity at hand:
- Sally Hansen has a do-it-yourself nail bar, where guests receive a free polish after their nails are done and sharing a photo on social media
- To get a Rimmel product, guests are asked to utilize a Vengo vending machine that asks guests to take a selfie and share out.
- Rimmel also has YouCam, an augmented-reality mirror, that allows guest to try products on virtually.
- Clairol partners with Perch Interactive’s touch-screen display system to distribute its Color Crave range of temporary and semi-permanent shades.
- CoverGirl uses Array, a 3-D portrait studio, to let customers take more sophisticated selfies.
As BeautyMatter highlighted in the piece Beauty Retail Is Alive and Well, consumers still shop in-store, but brand affinity will be earned by those that deliver an engaging experience, even if set within the aisles of Walmart. There is no one answer, no one technology that is paving an obvious path for brands to follow, so it’s about experimentation which Coty has clearly embraced.
Read more at AdAge.com