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.

VISUAL LAYOUT DESIGN.