Beauty brand Glossier continues to make its return to physical retail after shutting the doors to all its stores last year due to the pandemic. The brand has officially announced the launch of its highly experiential West Hollywood store location, which appears to double-down on its pre-pandemic, interactive showroom concept.
The new store features a pastel-pink, Hollywood-inspired design that houses a variety of interesting installations and experetinal elements. For example, the store is equipped with several Instagram/Tik Tok-ready installations, including lighting and mirrors that have been "optimized for selfies."
In addition, large props are found within the store including a 17-foot tall Boy Brow product and Glossier ‘Globe’. Cealrly, Glossier intends for the store itself to become a major attraction point, offering customers a unique and immersive shopping experience.
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Trend Themes
1. Experiential Retail - Glossier's highly interactive showroom and immersive shopping experience in their new store highlights the trend towards experiential retail.
2. Social Media-ready Installations - The Instagram/Tik Tok-ready installations such as lighting and mirrors in Glossier's new store show the trend towards social media-driven marketing strategies.
3. Branded Design Elements - Glossier's use of branded design elements such as the 17-foot tall product display and Glossier 'Globe' showcases the trend towards incorporating branding into physical store design.
Industry Implications
1. Beauty - Glossier's Hollywood-inspired beauty store showcases disruptive innovation opportunities in the beauty industry by enhancing the shopping experience and using social media-driven marketing strategies.
2. Retail - Glossier's experiential retail approach presents opportunities for the retail industry to incorporate interactive and experiential elements into their physical stores.
3. Marketing - Glossier's use of social media-ready installations highlights the trend towards using social media-driven marketing strategies to attract customers to physical retail locations.