American cosmetics brand CoverGirl has launched a new initiative that shrewdly traces a direct line between its social media presence and its stores – the two brand spaces that teens like the most. See Social Media to Store: Spurring Crossover Commerce for more on this.
In the relatively simple concept, in-store digital displays will show trending looks as chosen/worn by beauty bloggers from its newly formed Collective network of online influencers, created this summer. The digital displays will reveal the products used, as well as tips on how to replicate the looks.
The decision to bring social media so overtly in-store was born directly out of 2017 research by multinational software developer Hubspot. This revealed that 71% of beauty consumers are more likely to make a purchase when influenced by a social media reference.
For more on the relationship between beauty retail and social media, see Social Media Beauty: Power to the People and Instagangs: Anarchic Nail Artists. For more on retail initiatives that trade on in-the-moment currency, see Reactive Retailing.
To explore the value of next-gen store concepts where product edits are curated not only according to a brand’s tastes or latest product push, but also in alignment with what’s trending online, look out for Dexterous Design. The report forms part of our Liquid Retail Industry Trend, publishing on September 27.