Boots’ makeup-only store could be a stroke of genius

But Boots’ decision to open a make-up-only store in the Battersea Power Station complex could be a stroke of genius. With the power of the lipstick effect - a theory that suggests that during an economic decline, people refrain from splurging on luxury goods and instead find comfort in smaller indulgences, such as lipstick - this move seems foolproof.

It’s an industry synonymous with creativity and expression, and according to Global Data, the health and beauty sector is the fastest-growing market in the UK - set to outperform all sectors. Boots has the perfect base here to create concept stores, lean into a specific singular product or category, elevate their expertise and have more flexibility to create a tailored retail experience for their superfans.

Established in 1849, Boots has an obvious stronghold in this space, allowing it to brush off its competitors as it leans into its heritage and legacy to reach makeup fans. Makeup isn’t uncharted territory, but the sector has shifted, which Boots must reflect if it wants to own the ‘beauty playground.’ This means following the standards of any good makeup routine and laying down the right foundations.

So, here’s my beauty tutorial.

Open up a world of inspiration.

Well, most critically, it needs to make the experience as accessible as possible. Makeup is cross-generational and embraced by different groups at all times on all platforms. Boots needs to create a beauty store for all. A place where seasoned artists can come to build their extensive collection to newcomers on the makeup scene taking their first steps in the beauty world.

Inclusivity and ingenuity must be reflected in product descriptions, communication touchpoints, and staff running and leading the experience. Now is the time to test and play, trialing fun new technologies through workshops, online streaming or connecting retail media with in-store experiences.

It also means understanding where people access beauty inspiration. The industry’s evolution has seen a seismic shift from a product-driven economy to a service-centric one, which places the consumer at the heart. Providing an experience headed by data-driven insights and expertise from specialists will see brands like Boots thrive in this ever-evolving retail kingdom.

Tech for beauty’s sake

For the past decade, social media has transformed how we discover beauty, leading the way for discovery. Yet, many still crave that sensory journey, wanting to touch, smell and try before they buy. Regarding beauty, no one is above having a physical presence, which is why so many online-first brands create physical spaces for consumers - think Kylie cosmetics, e.l.f and REFY.

What makes a successful ‘service-driven store’ is moving away from focusing on technology solutions in isolation. Creating connected moments of interest and building a playground of interactions and memorable ways to access products is critical to a beauty retailer’s success. There is so much fun to be had with beauty; let’s take AR, which is just one of many examples.

Technology can unlock a new way to activate self-expression and discovery. A recent study revealed that 81% of consumers believe AR will soon elevate their in-store shopping experience, whereby they’ll be able to experiment with colors and shapes virtually. Beauty stores of the future must deploy curricular systems and omnichannel solutions that build communities that adapt to customer behavior while constantly giving the customer reasons to return.

Seamless and sensory

To become the next beauty destination, every inch and corner should captivate, evoke an indulgent sense of the brand and guide consumers on an engaging beauty love story. Like our work with Christian Louboutin Beauty, where consumers are immersed in the world of luxury through different sensory points, Boots should consider a multifaceted approach that encompasses innovation, personalization, and a real focus on the customer journey.

Finding a way of seamlessly interweaving various brand messaging along with its values and history into consumer experiences is vital. Beauty brands and retailers must find a way, through innovative partnerships, brand ambassadors, and dynamic creative spaces, to evolve the beauty retail experience into its next era. One that sees it transform into a vibrant community hub where beauty and wellness enthusiasts gather. Hosting masterclasses and exclusive events will not only draw in new fans but also entice those searching for a one-of-a-kind experience.

Be a pioneer

Consumer demands are evolving, with a growing desire for seamless online and in-store experiences. Boots has an opportunity to become an icon and a brand that remains forever in the hearts of beauty fans who seek not just products but extraordinary in-store and online experiences - redefining the architecture of the beauty landscape and positioning itself once again as a front-runner in this space. And at least 53% of consumers look for more immersive and personalized omnichannel shopping experiences, making it more critical than ever.

By embracing tech and broadening its offering beyond high-volume sales, Boots can cater to its expanding beauty fanbase, solidifying its legacy as a beauty pioneer.