Contextual
Discovery

Contextual Discovery: International beauty concepts are using offline retail to help consumers understand and adopt products and routines they aren’t familiar with. Physical, in-person experiences become the point for contextualizing stories, textures and regimens that are challenging to communicate through a standard ecommerce grid.

Consumers face an abundance problem in beauty—too many brands, too many steps and not enough confidence in what’s right for them. That overwhelm is compounded when products and routines themselves are unfamiliar. In response, offline retail is curating crowded categories around needs, routines and context rather than product type alone. That reorganization offloads some of the decision-making onto the retail environment itself, giving consumers clarity on what actually fits their specific concern or regimen.