I’m sure all of you have heard about Boots Beauty Reinvention and like me have been eagerly awaiting its rollout. So, just imagine my excitement when I found out their new Covent Garden flagship store opened today when I just happened to be in London!!! Of course I dropped everything, jumped on the Piccadilly line and got my beautyphile ass on over there. Using pictures and video I took in store you are going to take a virtual tour of Boots Beauty Reinvention flagship store in this blog!
Just in case you haven’t heard about Boots Beauty Reinvention let me take a couple of minutes to get you up to speed. Boots have committed to revamping 24 of its major beauty halls across the UK, reinventing them with instagrammable furniture, trend zones, discovery areas, live demo zones and selfie frames. The idea is to create beauty playgrounds where consumers can interact and learn. Their mission is to shake up UK high street beauty. If you’d like to find out more check out this article by the Evening Standard.
Only a handful of stores across the UK have been ‘transformed’ and so you may not have had an opportunity to see the changes in all their glory so I thought it would be cool to take you on a virtual walk through the new Covent Garden store. Using pictures and video I hope you can get a real feel for the new concept and get as excited as me at the way Boots are challenging the image of high street beauty.
Welcome to Boots Beauty Reinvention!
The first thing you notice as you enter the store is the vibe. It’s fresh, lively, loud and interactive. Going into the store is an experience. I immediately wanted to hang out and spend money. Gone are the endless lines of plain metal shelving replaced instead by pop up feature stands, discovery wheels, face mask bars and brand installations.
Down stairs (oh yes, this is a 2 floor store just dedicated to beauty and wellness) the focus is on makeup and skincare and sitting alongside the well-known and established brands are a whole host of fresh, indie newcomers like Tan-Luxe, ByBi, too cool for school and K-beauty brand TonyMoly.
Every brand has a feature shelf complete with branding and testers. Some like ByBi even have one of their hero products in standalone display zones.
The way the brands and products are displayed really encourages customers to pick products up and try them. It’s playful and inviting and I’m certain this will result in consumers discovering and buying from brands they may not have considered before.
Just as you walk through the main doors you are greeted by a discovery wheel of new brands. As you walk round the wheel you can’t help but pick the products up and get familiar with the brands. They also have standalone Discovery Stands on which I assume new brands will regularly be rotated.
The evidence of Boot’s commitment to being relevant and redefining high street beauty is clearly visible in their huge Festival Vibes installation. This was obviously a total hit with consumers as by the time I got there at 3pm the featured products had virtually sold out!
And their glamorous and glitzy selfie wall was definitely getting a lot of attention.
My favourite feature of the new beauty hall is the Face Mask Bar. It was surrounded by people and the stock was literally flying off the shelves!
Jump on the escalators and come upstairs where the atmosphere changes into a more holistic wellness vibe.
Here you find stands dedicated to restful sleep, male grooming, CBD oil even sex!
There are wall mounted spotlight displays on Vegan Wellness and healthy feet.
You can also find quite large installations from brands like Beauty Kitchen and Aromatherapy Associates and Fitbit.
I have to say I am impressed. We have been waiting for some time for a beauty retailer to do something interesting and innovative. Our high street has become stale, dull and quite frankly old fashioned and the beauty industry has suffered as a result. Boots have had the courage to be different and to bring the feel of online beauty into store. They have quite literally reinvented themselves as a beauty destination where you can go for an experience and discover what’s hot and new. I believe this is the start of an industry wide transformation that will particularly showcase and benefit the wealth of fabulous indie brands out there. I can’t wait to see Boots be even bolder and roll the new concept out to all its major stores.
If you want to experience the new style Boots here is the list of stores that have been transformed so far. I would highly recommend you hot foot it to Covent Garden if you can though and see the flagship in all its amazingness.
Hope you enjoyed your virtual tour. I’d love to know what you think. Pop your comments below.
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