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Brief Published: 30 Mar 2020

Fame-Focused Beauty Stores Flourish in LA

Extra
FaceGym, West Hollywood

Pre-Covid-19, several new LA beauty stores were flourishing thanks to a focus on fame – from a concept flagship getting consumers red carpet-level ready, to branded studio spaces feeding the aspirations of wannabe social media stars. Add in a pop-up allowing guests to screen test, and it’s a genre with booming long-term potential.

  • FaceGym Mainstreams Red Carpet Skincare: UK-based brand FaceGym, which markets itself as the “world’s first gym for the face”, continues its fitness-related ethos and messaging in a flagship (the brand’s largest studio to date) within the eco-friendly 1 Hotels, West Hollywood. Building on the area's inherent connections to fame and fitness, alongside a menu of facial workouts complemented by add-on technologies such as radiofrequency and cryotherapy, it also has ‘red carpet-ready’ workouts that tap into the mainstream-consumer excitement regarding award seasons. See Tapping into Pop Culture’s Tentpole Moments to capitalise on this.

    Designed by British agency Checkland Kindleysides, FaceGym’s flagship is already boasting repeat visit rates more than double the spa industry average of 20% (the brand benchmarks itself against spa concepts as much as retail, due to its unique hybrid nature).
  • Ipsy Boosts the Blogger Fame Game: Catering to beauty’s still-booming influencer economy, US beauty subscription-box retailer Ipsy has opened a 20,000 sq ft Open Studios content-creation space in LA. The rebooted facility (first launched in 2015) requires subscription-holding members to apply for access – approved on the frequency and quality of their social media posts.

  • Gucci Gifts the Opportunity to Screen Test: Last month, Gucci launched its new Mascara L’Obscur with an experiential pop-up on Melrose Avenue with French beauty giant Sephora. Called Gucci Beauty Network Studios, as well as testing products, visitors could do their own (saveable) screen tests. Admission was free, but fans had to RVSP. See Brand of Me Maisons and Retail-Media Playscapes & Bookable Experiential in Brand Spaces: Trends & Opportunities, 20/21 for more.

    See also Winning Beauty Destinations and Haute Beauty: Luxury Beauty Flagship Launches, Paris.
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