Browns unveils a new beauty department equipped with a curated range of products and in-store treatment residencies to provide consumers with a full pampered experience. The store's Residency series will see the addition of treatments from Spanish skincare brand Natura Bisse and the Book Street store.
London's cutting-edge fashion retailer's new department will span makeup, skincare, hair, fragrance, and men's grooming products to accommodate all beauty needs. Browns Beauty will also feature a Beauty Pod and a Beauty Studio at Browns East location. Customers can shop, get treatments, and hang out in the lounge spaces. According to Buying DIrector Ida Petersson, "The beauty space, like fashion, is a category that offers infinite room for playfulness, self-expression, and joy!"
Curated In-Store Beauty Departments
Browns Unveils a Beauty Range with Treatment Residencies
Trend Themes
1. Curated Beauty Departments - The trend of creating curated in-store beauty departments providing a full pampering experience for consumers.
2. Treatment Residencies - The trend of offering in-store treatment residencies to customers seeking a personalized beauty experience.
3. Multi-product Beauty Retailing - The trend of offering makeup, skincare, hair, fragrance, and men's grooming products through cohesive and curated product offerings in retail locations.
Industry Implications
1. Retail Industry - The introduction of curated and experiential beauty departments drives innovation opportunities for retailers looking to provide a personalized customer experience.
2. Skincare Industry - The offering of in-store treatment residencies creates innovation opportunities for skincare companies interested in expanding their retail and in-store service offerings.
3. Beauty Industry - The trend of multi-product beauty retailing opens up innovation opportunities for beauty companies looking to expand their brand offerings and reach new customers through unique and curated retail experiences.