Retail Design & 360º Omni-channel Marketing Campaign

- The Company Cosmetics Store (Estee Lauder)

Skills used:

Market Research, Insight Development, Consumer Analysis, Concept Creator, 3D Space Design Researcher and Designer, Campaign Concept Creator.

The Brief:

To explore and propose the future of The Company Cosmetic Store’s retail space and execute a 360º Omni-channel experience, supported with a 3 year strategic plan for estate expansion and campaign launch.

Key requirements;

Always with a luxury, high-end focus.
Flexibility is absolutely key.
Always consider accessibility, functionality and sustainability - whilst enhancing the overall customer experience.

The Approach:

Through refined insights and thorough analysis of both the brand and their consumer, we proposed a new feature in their retail space and supported this concept through visualising it with a 3D software.

The retail space feature, ‘The Bea(u)ty Workroom’, was designed, supported by an overarching campaign of #PuttheYOUinbeauty.

This campaign highlighted the importance of creativity and self-expression, whilst revolving the focus around the consumer and their needs, first.

The ‘Big Idea’:

Based on the consumer’s needs and motivations, as well as a swot analysis of the store’s current retail experience, our concept was to

‘redefine luxury by promoting feeling over product through personalised, experiential retail’.

The Creative Concept:

‘The Bea(u)ty Workroom' was imagined, aiming to redefine and refresh the consumer’s in-store experience.

Key Design Elements:

Design must retain a balance of calmness and experimentation to create an inclusive and accessible environment.

Touch points, for the consumer to ask questions about products, are key.

A clean, tactile environment creates feelings of trust and certainty; enhancing feelings of luxury through personalisation.

The Results:

I designed and created a 3D prototype of an area of the proposed ‘Bea(u)ty Workroom’. The particular area was the ‘Till to Try’ in-store feature.

Key features included:

A dedicated space designed to experiment with areas of privacy,
A help point assisted by a MUA.
Mirrors of varying heights for accessibility.

Marketing Campaign:

As part of a 360º Omni-channel campaign execution, we proposed new in-store technologies, a seasonal/occasional beauty bundle box, a weekly digital newsletter and a physical pop-up event.

Social Media Touchpoint

As part of the digital launch of the campaign, I mocked-up a social media account in-line with the company’s rebranding and ethos, along with content ideas that would be created for the account.

Content would include:

Discount promotion
Product drops of the week
Q&A with MUAs on live stream
Tutorials/‘How to’ reels
In-store service promotion

Measuring Success:

As part of the 3-year strategic marketing proposal, we created a timeline of events for the roll-out of the campaign.

We also suggested a performance tracking graph, so we could measure the success and KPIs across all areas of the campaign to monitor how our consumer responds most effectively to the campaign.