US beauty brand Avon – best known for direct selling via one-to-one demos or social events – has opened its first bricks-and-mortar location in the Zlote Tarasy shopping mall in Warsaw, Poland. The move is a bid to expand its brand reach with a fresh touchpoint, and one that crucially allows consumers to test products before purchase.
Dubbed 'Avon Studio', the store was designed in collaboration with London-based retail design agency Umbrella Design, and features the brand's signature colour palette of white, black and magenta combined with high gloss and steel finishes.
The space is divided into several product zones such as fragrance, make-up and body care. A brightly coloured nail polish wall display located at the store entrance is designed to entice younger consumers, while fragrance (Avon's bestselling product category) is placed on the back wall, encouraging shoppers to explore deeper into the store.
Visitors can also test products and get expert advice from trained beauty consultants, who will perform make-up tutorials and manicures on-site. Meanwhile, a 'chill-out' seating area enables consumers to take a break while chatting to Avon's consultants. See the Sanctuary, Contemplation & Comfort in Future Store Environments section in our Future of the Store Industry Trend for more on this strategy.
For more on the resurgence of direct selling and the value of physical retail in the omni-channel era, see the Citizen Sellers section in The Social Sell report, part of the Anywhere Retailing Industry Trend, and E-Tail Gets a Physical Presence. See also Nu Skin Spark Centre Revamps Direct Selling for another example of a direct-sales brand launching a bricks-and-mortar base camp.