This Experiential Beauty Store Is Catnip for Instagram Likes
Photo-friendly experiences have become an essential tool for boosting social media engagement, and now they’re infiltrating retail. New York beauty brand Winky Lux recently opened a store in SoHo that lures shoppers with seven immersive, Insta-worthy rooms.
While there’s a conventional retail space at the front of the store, shoppers need to book $10 timed tickets (considered in-store credit) to enter the immersive rooms. Charging an entrance fee might seem counterintuitive for a retailer, but the experience is attracting loyal brand fans as well as curious newcomers.
Each room boasts an installation that highlights the distinguishing attribute of a single product. A wall of silk flowers was chosen for the brand’s clear chrysanthemum lip balm; a fluffy bed complements its soft eye-shadow palette; and a mini café showcases its coffee-infused bronzer. Products are tucked away on pedestals in the corner of each room. Just 10 visitors are permitted to enter at once to ensure optimal photo opportunities.
When Stylus visited, only a few customers appeared to even notice the cosmetics. Given beauty’s potential to hook shoppers with hands-on product testing, we’d be curious to see how consumers would respond to installations that played with the brand’s distinctive textures and formulations. For inspiration, see Multisensory Displays for Engaged Shoppers in Next-Gen Pop-Ups.
As discussed in Soft Sell: The New Retail, brands need to be bold with their soft-sell tactics. It will be interesting to watch how Winky Lux evolves its experiential retail concept – the company plans to open four more of these stores in Chicago, Atalanta, Miami and Nashville in 2018.