ELC XO Retail Newsletter MAY19

NEWSLETTER





N O . 2














T H E L A T E S T I N R E T A I L A N D B E A U T Y






























































Brought to you by
MAY 2019 ESTÉE LAUDER XO RETAIL
Your bi-monthly newsletter
MARKETING TEAM

CONTENTS
















SNEAK PEEK
THE NEWSLETTER



The XO Retail Marketing
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


B R I N G I N G B E A U T Y P R O D U C T S T O C O A C H E L L A
YSL Beauty pops-up at a music festival with retro vibes / p20
3 T I M E T R A V E L W I T H R E N A U L T
FUTURE OF RETAIL

4 F A C E G Y M : T H E F A C E F I T N E S S C L U B F

I S H E Y S H O P T H E S T O R E O F
5 C L A R I N S M O B I L E P O P - U P
T H E F U T U R E ?

Connecting online and offline to
6 G L O S S I E R P O P - U P S T O R E A N D C A R T
create the best experience for the

customers / p12
8 F A N T A S T I C W O R L D O F S A R D I N E S

9 F A R F E T C H : T H E F U T U R E O F R E T A I L

1 0 J O H N L E W I S : T R Y B E F O R E Y O U B U Y

1 1 L U L U L A B : A I S K I N C A R E A S S I S T A N T

1 2 D A Y L A B : R E D I F I N I N G R U L E S O F R E T A I L

1 4 S T O R Y S T O R E : S T O C K B Y S T O C K
GLOSSIER POP-UP
CLARINS TOUR
1 6 G A L E R I E S L A F A Y E T T E : N E W S T O R E
S U R P R I S I N G B E A U T Y
M O B I L E I N T E R A C T I V E P O P -
A D D I C T S I N M I A M I
1 8 Y S L B E A U T Y T O U R I N A T R U C K U P A C R O S S T H E U . S .
When poping-up doesn't have to Bringing education to the

be complex / p8 customers / p5
2 0 Y S L B E A U T Y S T A T I O N I N C O A C H E L L A

2 2 D I S N E Y V I L L A I N M A K E U P C O L L E C T I O N

2 3 W R A P - U P : K E Y L E A R N I N G S

TIME TRAVEL WITH Hop in and




RENAULT'S TIME MACHINE icons of Renault
discover the


throughout
times!



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- CLICK HERE
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).

FACEGYM: A SKINCARE BRAND




SPECIALIZED IN FACE TRAINING










With recent openings in London and 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). Click here to know more.

Use of distinctive
facial tools, along with
wordplay combining
skin benefits with gym
vocabulary.

CLARINS LAUNCHES MOBILE



INTERACTIVE POP-UP: MY GLOW TRIP









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 Surfing the vegan
the month of April, consumers were given the chance to wave, Clarins
immerse themselves in the line's innovative products and showcased its green
multi-sensory experiences on the pop-up. As an example, beauty line across
they got to experiment with an oxygen bar, use an edible the States.

mist, visit a prize wall, and taste coconut water – one of the
My Clarins main ingredients (Global Cosmetics News, 2019).

GLOSSIER POP-UP STORE AND CARTS




TAKING OVER MIAMI








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).

But that's not all for Glossier's pop-

ups in Miami... Instagrammable spot
by excellence, with
unexpected creative
The beauty brand popped up around appearances.
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.
The brand promoted these special events, as

well as the schedules and locations of their
mango carts on their Instagram.
Click here to know more.

CLICK HERE
Find a sardine can from
your year of birth and
get surprised by some
fun facts to discover!



THE FANTASTIC WORLD OF



PORTUGUESE SARDINES









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.

Real O2O experience
created by strong usage
of tech and consumer
data.

















FARFETCH: DIGITAL-BORN BRAND'S STORE




EMBODIES THE FUTURE OF RETAIL




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). Click here to know more.

A.I. allows you to try on
Estée Lauder lipstick
shades on John Lewis'
App, along with other
brands.

TRY BEFORE YOU BUY: NEW



APP FEATURE LAUNCHED BY



JOHN LEWIS






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.

LULULAB LAUNCHES A.I. SKINCARE




ASSISTANT AT BEAUTYWORLD







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.


CLICK HERE


Watch how this A.I.
Skincare assistant
works throughout
the full customer
journey

DAYLAB STUDIO’S FUTURISTIC HEYSHOP



REDEFINES THE RULES OF RETAIL





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.

Surprising customers
The idea is to enable the fitting rooms every time they come
and comfy space around it to be a back with curated brand
place where best friends meet, dress and category assortments
up, gossip and have fun. to fit their needs.

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?
Click here to know more.

STORY: RE-INVENTING RETAIL




STOCK BY STOCK








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. Click here to know more.

Ever-changing store,
always with a new stock
and occasionally hosting
social events.

GALERIES LAFAYETTE:



DISRUPTING DEPARTMENT



STORES






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). The department store
is gender-fluid, with no "women" nor "men" section. Last but
not least, there is a food court in the basement floor.

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.

YSL BEAUTY TOUR: WHEN MAKEUP




COMES TO YOU










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).

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: REFUELING MAKEUP




LOVERS AT COACHELLA










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).

A retro-looking
instagrammable station

to get acquainted with
the latest and most
popular from YLS

Beauty!

























CLICK HERE

WHICH DISNEY VILLAIN ARE YOU?




COLOURPOP HAS GOT YOUR BACK











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.
Click here to take the quiz.













Fun and interactive
experience that plays
with nostalgia to attract
customers.

Future of Retail = Omni- Bring the store to the Artificial Intelligence (AI)
channel. Use customer data consumer! Pop-up stores and Augmented Reality (AR)
to improve experience in- and trucks educate are increasingly becoming
store, and combine the best consumers in an engaging part of retail experience,
of both worlds (online + environment, building connecting O2O, engaging
offline) connecting them in brand awareness and customers and simplifying
a seamless way. driving sales. the consumer journey.





















W H A T S H O U L D



Y O U R E M E M B E R ?





W H A T C O U L D



W E I M P L E M E N T



T O M O R R O W ?




















Make an online and in- Create simple Pop-ups And you, what do you
store quiz that is consumer related to our new launches think we could implement
oriented, to recommend (ex: Glossier's Mango Pop- from our May Newsletter?
products not only based on Up) to surprise consumers, Let us know, we want to
consumers' needs but also increase brand awareness, hear your ideas.
on their personality and closeness to brand and
mood. promote newness. xoxo