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THE LATEST IN RETAIL AND BEAUTY
NO. 2
MAY 2019 ESTÉE LAUDER Brought to you by Your bi-monthly newsletter XO RETAIL TEAM



THE NEWSLETTER
The XO Retail Newsletter shares bi-monthly news from major and promising players that are revolutionising the world of retail.
RETAIL NEWS
REFUEL IN THE YSL BEAUTY STATION
YSL Beauty pops-up at a music festival with retro vibes / p20
FUTURE OF RETAIL
Connecting online and offline to create the best experience for the customers / p12
GLOSSIER POP-UP
When poping-up doesn't have to be complex / p8
CLARINS TOUR
Bringing education to the customers / p5
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To celebrate 120 years of innovation, L’Atelier Renault reveals its Renault Easy Life Time Machine.
This Time Machine, placed in L'Atelier Renault in Champs- Élysées, allows people to travel in different times while finding themselves driving iconic vehicles of the brand - not only from the past and the present, but also from the future! The store itself is an immersion in Renault's world, and this virtual ride just takes the experience to a whole new level, allowing you to "understand how they made, make and will make life of users easier" (Atelier Renault, 2018).
Hop in and discover the icons of Renault throughout times!
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First opening in London and now in New York, this chain of studios promises to give you a noninvasive facelift through a face "workout".
"It’s not a facial, it’s a workout" claims FaceGym, that uses high energy kneading movements and cutting edge technology to tone and tighten the forgotten 40 muscles in the face.
When the founder, Inge Theron, found herself house bound after a face lifting procedure, she decided it was time to act and create a non-invasive, zero-risk, face lifting solution - FaceGym. Whether you’re looking for a total transformation or need quick lunchtime fix, FaceGym's expert team of Face Trainers will help you design your facial fitness routine.
Besides their studios, they've launched a line of products to let customers train their skin at home or at the gym - these include a range of "training sticks", serums, face balls, derma rollers, among other beauty tools (FaceGym, 2019).
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To promote its My Clarins line of vegan-friendly skincare solutions targeted at Millenials, Clarins launched the My Clarins Glow Trip as an experiential mobile pop-up that visited universities and events across the United States.
The tour aimed to showcase the brand’s new eight-SKU vegan-friendly and green beauty line My Clarins, which is free of phthalates, parabens and sulfates. Moreover, the range uses recyclable packaging. With 12 stops throughout the month of April, consumers were given the chance to immerse themselves in the line's innovative products and multi-sensory experiences on the pop-up. As an example, they got to experiment with an oxygen bar, use an edible mist, visit a prize wall, and taste coconut water – one of the My Clarins main ingredients (Global Cosmetics News, 2019).
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Glossier surprised beauty fans by opening a pop-up store in Miami on March 27th. Open for a month, the retail experience saw an Instagrammable interior that is influenced by the Art Deco architecture that the city is known for.
From round-shaped lamps and pastel pink walls, to tropical plants and columns adorned with Glossier logos, every corner of the pop-up store offered a great photo opportunity. Besides allowing to test and purchase every single makeup, skincare, fragrance and body care product from Glossier, customers were able to shop a limited-edition Glossier Miami keychain exclusively at the pop-up. The beauty brand donated $5 USD for every keychain sold to Lambda Legal, an organization that fights for the rights of LGBTQ people and everyone living with HIV. Additionally, to celebrate Miami Pride, the store hosted an event on April 6th, with 50% of sales going towards benefiting Lambda Legal (Hypebae, 2019).
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But that's not all for Glossier's pop- ups in Miami...
The beauty brand popped up around the city with a branded mango cart - offering mango sorbets "and other fun surprises".
What may seem like an out of the blue idea, was actually a way to promote their newly launched mango-scented Balm Dotcom lip balm.
"We have mango popsicles and other fun surprises!" -Glossier on Instagram
The brand promoted these special events, as well as the schedules and locations of their mango carts on their Instagram.


Praça Dom Pedro IV 39, 1100-200 Lisbon
Proving once again that Marketing is everything, a space in Lisbon was opened to pay tribute to the Portuguese Sardines. An authentic magnet for tourists and everyone who enjoys an out- of-the-box experience.
COMUR - one of the biggest portuguese factories in the cannery sector - has immersed 500 years in history to create an epic in-store experience leveraging this popular fish. "The sea that the Portuguese once made their own, gives us today some of the most wonderful flavors in the world, providing unique gastronomic experiences, possible by the centuries of knowledge that gather here around a can" (Mundo Fantástico da Sardinha Portuguesa, 2019). Inside the store, you can find innumerous cans of sardines on the walls and in the form of attractions. Each of them presents the year of origin in its packaging, together with a relevant fact about something that happened that year, and two names of famous people who were born in that year as well. Attractive from the outside to the details, and be it a place for souvenirs or presents, truth is that the Fantastic World of Portuguese Sardines keeps itself busy and crowded.
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Farfetch has successfully positioned itself as the technology provider for brands, and has most recently combined technology and fashion to provide an unique in-store experience.
The founder of Farfetch - an e-commerce portal for luxury boutiques - had a vision for a future retail experience, which resulted in Farfetch’s Store of the Future – an augmented retail
solution that “links the online and offline worlds, using data to enhance the retail experience”. The Store of the Future aims at providing the in-store experience of the future by giving visibility to retailers on what is happening in the store. In their most recent temporary retail store in London, the luxury e-commerce platform provided connected clothing racks, touch-screen- enhanced mirrors and sign-in stations that could help put data collected from customers online to use in stores. Farfetch provides a screen for customers to use where they can sign in and search their purchase history and bucket list, providing customer insight for the sales assistants. There is also a smart mirror so they can request different sizes, alternative products or even pay without leaving the dressing room. Fundamentally, it allows customers to enjoy a bespoke and effortless experience that harmonises the best parts of boutique shopping with the speed and convenience of eCommerce (Storefront, 2018).
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John Lewis launched a new app through which customers can find the perfect lipstick shade, allowing them to try shades on with a selfie mirror before they put them in their basket.
The new augmented reality service on the British retailer's app allows consumers to virtually try on lipsticks from over 300 big name beauty brands, including Estée Lauder, M.A.C, YSL, BECCA and Charlotte Tilbury. The ‘Try On’ function showcases what the different shades look like using AR, and acts as a ‘selfie mirror’ with the lipsticks staying in place when the user moves around. Sienne Veit, Digital Director for John Lewis & Partners, explains: “As we look at new ways of weaving innovative technology into the services and experiences we offer our customers, I’m really excited by the possibilities of working with AR. “Service is one of the top reasons our customers choose to shop with us and this is the perfect example of us combining the expertise of our Beauty Hall Partners with the very best technology online to give our customers a great experience, however they choose to shop with us. Beauty is the perfect space for us to experiment with this technology and we hope our customers have lots of fun using it” he adds (Veit through Global Cosmetics News, 2019). The ‘Try On’ feature is available in the latest version of the John Lewis & Partners app from the App Store, but for the moment it’s unavailable for Android users.
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Samsung spin-off launched an AI Skincare assistant at Beauty World in Middle East. Said to provide customers with bespoke skin care solutions via a three-step service (face scanning, skin analysis and product recommendation) using AI developed by lululab.
Lululab, a spin-off company of C-Lab, Samsung Electronics' in-house venture program has developed an artificial intelligence-based skincare assistant that provides customers with individually tailored skincare solutions. It is a small device that scans the face of the user and a mobile application shows the user the analysis results and suggests customised solutions. Based on AI technology, it scans and analyses the condition of a person's skin within 10 seconds. "By applying the LUMINI to the global beauty industry, we hope to offer customers who visit makeup stores, shopping malls, spas, and other beauty-related facilities accurate skin analyses and individually-tailored services that can be used anytime, anyplace,” said lululab's CEO Yongjoon Choe. Lululab provides customers the digital tool to strengthen their confidence and ease their final decision on what products to buy, and hopes to provide individualized IT services that can be easily used by as many people as possible (Business Cloud, 2019).
At Beautyworld Middle East, award-winning lululab is hosting a K-beauty product recommending event for visitors to the company's booth.
Watch how this AI Skincare assistant works throughout the full customer journey
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The new resource-integrated retail approach formed by online and offline integration has become a hot topic. Heyshop, designed by Daylab Studio, in Shanghai Xintiandi is the offline practice of the new retail in the current online shopping era.
China is leading a revolution in new retail area around the world. This was proved once more by the design of Heyshop, that has made flexibility its key feature. Items are displayed based on data analysis and comprise a wide range of categories and brands. The new concept store aims
to continuously change the displayed brands and categories, as well as recommend new products to the consumer. Today it may sell cosmetics, while tomorrow it might sell clothing. Therefore, the design adopts a simple and minimal style system. Because of OMO (online merging offline), the display quantity became less important as it could be shown online - whereas fitting rooms play a much more important role, as they cannot be replaced by online. Under these circumstances, and in a way to save space, seven fitting rooms (including two extra large ones) serve as hallways by incorporating an OCUPPIED/PASS button.
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The idea is to enable the fitting rooms and comfy space around it to be a place where best friends meet, dress up, gossip and have fun.
Furthermore, in order to emphasize the concept of OMO, online shopping elements were extracted and placed in the physical store, reminding and encouraging customers to make online orders when they are shopping offline. This merges the online and offline shopping experiences in a closed loop (Urdesign, 2019). Could this kind of store represent the future of retail?
Surprising customers every time they return, with new brands and categories adjusted to them.


A serial pop-up that on its own words "takes the concept of a magazine, changes like a gallery, and sells things like a store". Keeping experience and surprise as their priority, Story sells a variety of products from different brands based on a theme that changes every 1 to 2 months.
Story is not a traditional retailer. The founder, Rachel Shechtman, believed that shopping could be about more than just buying things - and that's how Story was born, changing every couple months to bring to life a new editorial theme. One month it may be selling items for work, and in the next it may be themed around a love story. Other examples of past stories include Remember When, Wellness and Home for the Holidays, working with over 5000 different small businesses so far, hosting more than 500 events from book panels to a trunkshow by Iris Apfel. It is currently located in 36 Macy’s stores across the US, and aims to keep customers coming back for more with an ever- changing narrative and inventory. Rachel explained the concept behind the retail store: “My rule: 70% of an experience should be what consumers know and 30% should be surprise and delight...” (Story, 2019). Each theme is designed to offer something valuable to visitors, focusing on their experience rather than the products themselves. Additionally, it has a highly social element, with the space regularly hosting food pop-ups and other interactive events.
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The recent opening of Galeries Lafayette in Champs-Elysées represents disruption and innovation for the century-old retail group. From the basement's food court to spacy fitting rooms with natural light, this store is a work of art in itself.
For his first retail project, the Danish architect Bjarke Ingels took on a remarkable challenge: interpreting the vision of the department store of the future for a century-old retail group. The four-floor department store, on premises formerly occupied by a Virgin Megastore, it is an innovative concept that seems to have the right elements to reconcile the group's heritage with its ambition and long-term vision.
The new Galeries Lafayette offers a selection of 600 brands and 300 designers. The four floors gather the best of fashion and food. On the ground floor, you can discover a big beauty and perfumery selection in a welcoming place that invites us to test products with the chairs and sofas set in the area. On the first floor, there is casual fashion and Citron a Jacquemus restaurant. Second floor is taken by Luxury, "promising a beautiful shopping experience thanks to an army of personal stylists, outfits highlighted in alcoves like major brands’ window displays" (Sortiraparis, 2019). Last but not least, the department store presents a food court in the basement floor.
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There are no windows around, a feature so typical to department stores. Instead, it simulates the look of windows with six suspended glass boxes that will change every three weeks.
The blue line marked around the hall is an art installation by SUPERFLEX, representing the height of sea level within the next century predicted by the 2015 Paris Agreement.
Fitting rooms are traditionally hidden away in the back of a store, but the new Galeries Lafayette has placed them in prime locations with natural light, mirrors and colourful carpet by Pierre Frey. Plus, a view onto the avenue des Champs-Elysées.
The food court in the basement of the store hosts several restaurant brands, as well as a cellar of 200 natural wines. This helps to boost dwell time and plays to the heightened value of sensory experiences you can’t get online.
If you are not convinced yet, there are safe lockers to charge your phone's battery. The coolest part? They lock and unlock using your fingerprint as password. You can enjoy your shopping and come back to a charged phone when you are done.


During April, Yves Saint Laurent Beauty crisscrossed France to teach you how to choose the perfect foundation for your skin. Equipped with all the necessary materials and professionals, the truck offered an opportunity of education and closeness to the brand.
Backed by the GLOBE GROUP, Stylist and YSL Beauté imagined a real beauty journey with a team of experts present throughout the experience to accompany, guide and advise readers by introducing them to the latest makeup trends and products. In order to live this experience, this beauty journey consisted of 3 stages of makeup: perfect the complexion, emphasize the lips and create memories with the photocall. In the first stage on board the truck #YSLBEAUTYTOUR, YSL experts ran personalized skin diagnosis for every woman, so that she could benefit from professional beauty advice and a customized sample. Depending on the diagnosis, they chose between the Foundation Touch Skin Complexion and Skin Ink All Hours Foundation. A combination of textures and hues was proposed to offer the customer a perfect finish foundation that matches her skin and responds to her concerns. The experience then continued upstairs with makeup artists, for a touch of color using Pur Couture YSL Beauty lipsticks. There were other surprises to discover on the spot, and no invitation needed (Maieute, 2019).
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A chance to hop on the YSL Beauty truck in different locations throughout France, offering professional guidance while promoting YSL Beauty's brand
and products.


YSL Beauty launched a unique pop-up experience that mimics a gas station
during Coachella Weekend One from the 12th to the 14th of April. A makeup station where customers were able to touch and feel some of YSL Beauty’s latest and most popular products.
From the newly-released Touche Éclat High Cover Radiant Concealer to the Rouge Volupté Shine lipstick, the three-day concept store offered a range of best-selling items from the luxury cosmetics brand. The activation included a gas station-like beauty pop-up, visitors over the weekend could experiment with a virtual mirror to try on shades, shop a product vending machine and learn how to achieve two distinct YSL makeup looks. The YSL Beauty Station was equipped with pink gas pumps and a lipstick sign paying homage to its Rouge Volupte Shine lip color. Along with product showcases, the activation included an area where visitors could customize their own YSL lipstick. The campaign arounds it consists of a YouTube video and special Instagram content that showcases a desert road trip taken by makeup influencer Kaia Gerber and the brand's Global Beauty Director Tom Pecheux (Marketing Dive, 2019).
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A retro-looking instagrammable station to get acquainted with the latest and most popular from YLS Beauty!


After a collection inspired by Disney princesses, ColourPop brings up often forgotten heroines in their new make-up line "Villains". You can take an online quizz to find the villain that matches your personality best.
Inspired by Disney Villains, ColourPop's new make-up line is here to bring nostalgia and brightness to consumers' lives. First up in the collection is the Misunderstood Pressed Powder Palette, along with six new shades of Jelly Much, six new Lux Lipstick shades, six Ultra Glossy Lips, six Super Shock Highlighters, and two new shades of Glitterally Obsessed. Designed for each of the characters: Hades, Maleficent, Evil Queen, Cruella, Ursula and Dr. Facilier, the products have a name evocative of the theme - such as Fairest of all, Just your voice or Puppies. Every one of them wrapped in packaging that showcases skulls, snakes, dark colors and neon lights. And if you are not sure which one to pick, ColourPop prepared an online quiz on the brand's website to help you find the villain that better suits you.
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Future of Retail = Omni- channel. Use customer data to improve experience in- store, and combine the best of both worlds (online + offline) connecting them in a seamless way.
Bring the store to the consumer! Pop-up stores and trucks educate consumers in an engaging environment, profiting from brand awareness
and brand favorability.
Artificial Intelligence (AI) and Augmented Reality (AR) are increasingly becoming part of retail experience, connecting O2O, engaging customers and simplifying
the consumer journey.
WHAT SHOULD YOU REMEMBER?
WHAT COULD WE IMPLEMENT TOMORROW?
Partner with Lululab to
include our products in their tool recommendation listings, and potentially use the tool itself in our POS as the "iMatch of
Skincare".
Create simple Pop-ups related to our new launches (ex: Glossier's Mango Pop- Up) to increase brand awareness, closeness to brand and advertise
newness.
And you, what do you think we could implement from our May Newsletter? Let us know, we want to
hear your ideas. xoxo