Estée Lauder
Brief:
Develop a 3-year strategic plan to adapt the existing The Cosmetics Company Store estate and make proposals for future estate expansion and flexible evolution. Including a design pack with a 360 degree Omni-Channel Experience marketing strategy. Consider accessibility, functionality, sustainability, VM, and the overall enhancement of consumer experience. Graphics to support store Re-launch, In Store Environment, Digital, Marketing Campaigns.
Live Client:
Key Insights:
The outlet stores never know what product assortment they can guarantee, so flexibility is absolutely key.
The Idea:
Outcome:
Store redesign with moveable dividers, cashless payment systems/shop via app, refill stations, and recategorised spaces.
My roles:
Contextual research, SWOT and PESTLE analysis, core competencies and insights, research of competitor branding, marketing hook and strategy, primary research interviews, idea generation for interior design, trend forecasting, store design ideas, app design and visuals.
Develop a 3-year strategic plan to adapt the existing The Cosmetics Company Store estate and make proposals for future estate expansion and flexible evolution. Including a design pack with a 360 degree Omni-Channel Experience marketing strategy. Consider accessibility, functionality, sustainability, VM, and the overall enhancement of consumer experience. Graphics to support store Re-launch, In Store Environment, Digital, Marketing Campaigns.
Live Client:
Estée Lauder.
Key Insights:
The outlet stores never know what product assortment they can guarantee, so flexibility is absolutely key.
72% of 50 consumers surveyed prioritise product over brand.
Market research company, The NPD Group, found prestige beauty sales rose by 23% in the first half of 2022 alone. Luxury has become a means of escapism during the current cost of living crisis.
Hyperphysical era trend, whereby meaningful spaces and experiential services elevate the traditional in-store consumer experience.
Guilded Luxury trend focuses on creating bespoke experiences, rewarding loyalty, and boosting engagement leading to a strong community with brand loyalty.
Competitor store visits highlighted key features of luxury spaces; rounded edges and circular fixtures.
Circle theories signify direct connotations of stability, community and collaboration.
The Idea:
To create an omni-lux experience revolved around you: Design, Digital, Discovery.
Outcome:
Store redesign with moveable dividers, cashless payment systems/shop via app, refill stations, and recategorised spaces.
The Cosmetics Company Club, an online hub with an app including; ingredients education via product QR codes, Consultation Bookings, Social Media Feeds, Points History, Product Stock Checker and Loyalty scheme.
The Retreats, a curated event program. Offering unique, immersive and innovative beauty experiences. Makeup masterclasses and skincare workshops, personalised consultations and product launches; events are tailored to individuals.The bookable retreats are in partnership with renowned beauty experts and innovative wellness spaces.
The ‘#RevolvedAroundYou’ Campaign and strategy timeline.
Presenting our proposal to the Estée Lauder HQ in London.
My roles:
Contextual research, SWOT and PESTLE analysis, core competencies and insights, research of competitor branding, marketing hook and strategy, primary research interviews, idea generation for interior design, trend forecasting, store design ideas, app design and visuals.
Store Redesign in collaboration with NTU Interior Architecture student Emily Booth using our moodboards, visual research and store design sketches.
The Retreats Event Programme
Feedback:
“Lovely visuals and good visibility through the store which I think is really important so it feels like one space, but they’ve all got quite different, feels about them and love the idea of the event space to be able to activate. The cosmetic company store club I thought was great with the loyalty points, I really loved the app visuals. It looked really, really interesting and like it’s a really interactive app and same with the retreat. I thought that circularity really came through in terms of the physical design, but also the sustainability and the overall brand positioning. I thought that was fantastic.
I loved that you identified the current consumer and drilled into detail on who that person is, but then also discovered who the target market might be in terms of to be ableto grow their customer base, that person being inquisitive and how to target their muscle. I love that you sub briefied this to an interior architect because that is how we operate. I also like the ultimate retreats and instore events programme that was throughout the year, that definitely shows where you were trying to target maybe areas in food and travel, I thought that you really exemplified that well. I loved that you were quite bold and said this is going to be a cashless store, something that we haven’t done before. I really enjoyed it, and some really, really great ideas.”
- Client
“The presentation opened well with you defining a problem with the TCCS based on a store visit and your observations. The 3Ds (Design, Digital, Discover) was a catchy idea, and what really brought the presentation to life though was the great architectural collaboration work which effectively communicated your intentions visually, this was a compelling addition to your presentation.”
- Rose Davison
Skills: