UK bricks and mortar beauty is reinventing itself and providing exciting opportunities for international brands looking to land on it’s shores.
As in the US, department stores have taken a severe knock as a result of changing consumer attitudes fuelled by the phenomenal effects of social media.
But UK retailers are fighting back. As consumers move towards a more ‘pick and mix’ beauty regime where brand loyalty means little and as they embrace a more holistic approach to health, beauty and wellness, retailers are thinking outside the conventional store format and devising innovative solutions.
Excitingly this revolution is not just occurring at the premium end of the market, it is evident across the whole retail spectrum.
At the top end of the market we have recently seen the opening of Harrods Wellness Clinic a 10,500 square foot space dedicated to wellbeing and beauty. As well as offering treatments and access to top practitioners, it showcases a range of the best beauty products.
House of Fraser, one of the UK’s big four department stores has launched Beauty Spotlight. Available in a limited amount of stores and online, Beauty Spotlight offers consumers ‘the latest beauty must haves loved by professionals and beauty bloggers’. It’s focus on ‘trending’ beauty products currently features K-beauty brand Tony Moly.
Boots, the UK’s largest beauty retailer promotes its top picks through Boots Beauty Finds. Available online and physically in the top 180 performing stores across the UK, its mission is to highlight the very latest innovation from the world of beauty. It’s ‘hot off the press’ attitude, the disruptive nature of it’s in store displays and it’s online vlogger format is designed to capture the imagination and money of the millennial beauty fanatic.
As far as brands are concerned these innovations provide an opportunity to fast track store listings. Much of the usual formality and time consuming red tape is dispensed with in order to be the first to bring the next hottest product to the eagerly awaiting UK public.
This strategy is hugely beneficial to international and indie brands who traditionally would find it difficult and long winded to approach these retail giants. A good performance in the new curated platforms can also lead to full listings across the retailer’s estate.
The future is definitely bright for UK beauty bricks and mortar retail and as a UK beauty logistics expert and a total indie beauty fanatic I can’t wait to assist and welcome all the international brands that these innovations will attract.
You may also be interested to read
If you have enjoyed this article please share and pin it. Use the image below for the best pinning results.