The cosmetics industry continues to be one of the fastest growing markets and it’s unsurprising due the rise of manscaping and millennial’s devotion to their skincare routine. It appears everyone from celebrities and retailers to vegan-friendly organisations are launching their own cosmetic brands. However, with the increasing number of brands available the cosmetics industry is quickly becoming overcrowded and brands need to ensure they’re utilising their instore retail displays if they are to set themselves apart from competitors and continue to drive footfall.
Beauty halls within major retailers such as Selfridges and John Lewis are awash with the latest lip liners, testers and makeup artists, but what makes a brand stand out above the rest? While brands such as Mac offer you the opportunity to have your make up done professionally, others are opting for a more technology-driven approach to lure in the customers.
Technology has become a necessity and brands are having to consider the latest gadgets when designing their retail displays in a bid to enhance the customer experience. We’re now starting to see more brands incorporating magic mirrors, AR apps and tablets within their retail displays to allow consumers to ‘try on’ the latest cosmetic products and find out more information.
Lighting is also a key aspect of a retail display. It comes as no surprise that it’s important that displays are correctly lit to allow customers to view products and information without straining their eyes. According to POPAI, brands should have their retail displays lit three times more brightly than the store surroundings to stand out from the crowd. However, as retailers become more conscious about their carbon footprint, many are challenging this method. Brands should consider LED or eco-friendly lighting as an alternative to lower their environmental impact.
While digital signage isn’t as widely used within the cosmetics industry as it is within other markets, it offers a real opportunity to stand out within the cosmetic halls. Used to run promotions, explain new products and offer an interactive element, digital signage can provide a range of different experiences. However, with any technology element maintenance is key and there still seems to be a grey area around the ownership of retail displays and who is responsible for their upkeep.
Cosmetic retail displays are one of the most hands-on experiences within a shop. With interactive elements such as testers and different technologies, it’s vital that brands consider the durability of their stands. While customers welcome the opportunity to try out different shades of foundation and lipsticks it’s important that stands are kept clear of any residue and testers are kept clean and appealing. Brands also need to ensure that technology is kept updated with the latest software, fully charged and works seamlessly.
For more information, or to find out how we can help your cosmetics brand stand out from the crowd and ensure it’s always looking its best, simply get in touch.