Clinique: Digital Skincare Pop-Up
In a bid to strengthen its cutting-edge credentials, US beauty brand Clinique has unveiled a digitally enhanced laboratory-style pop-up in London's vibrant Covent Garden area, devised to offer shoppers a personalised beauty retail experience.
Dubbed Great Skin Lab, the all-white, 700 sq ft space boasts a clean, lab-derived aesthetic. It features digital pods in which visitors are encouraged to take a photo of themselves and answer lifestyle-related questions in order to see how their skin will look in the future (and receive more accurate product suggestions on how to maximise maintenance).
Adding a wellness aspect to the beauty experience, additional screens display videos with health advice from UK specialists such as nutrition expert Madeleine Shaw, life coach Jacqueline Hurst, and fitness coach Calgary Avansino. Clinique's skincare experts are also available on-site for personalised, one-to-one consultations, with the aim of forging a more personal brand-consumer relationship. For more on why wellness is big business – and the brands acclimatising to that notion best – see Wellness Retailing: The Modern Apothecary.
According to a 2014 survey by UK market research firm Canadean, 45% of UK adults say they are interested in a scientific approach to personal skincare, with many stating that they prefer visiting a specialised laboratory to going to department stores or filling online questionnaires – confirming the relevance of lab-style concepts in today's retail landscape.
Clinique isn't the first retailer using a lab-inspired look to entice consumers to its store. For more examples, see Scientifically Styled Retail Spaces. See also Product Hubs: Experimentation & Co-Creation, Bespoke Skincare, 2014 Beauty Retail Trends and Personalised Beauty.