Trending Store: Beauty Story, New York City
There's a new story at Story — the innovative retail outpost in downtown Manhattan that totally reinvents itself every couple of months — and this time it's all about beauty.
Story has partnered with global beauty giant Coty to transform the space into a beauty lover's paradise. Beauty Story showcases Coty's Covergirl, Clairol, Sally Hansen and Rimmel brands along with an array of cutting-edge and lesser known ones. (According to a report by WWD, a typical sponsorship at Story costs $500,000 and holiday concepts cost $1 million.)
Shoppers at Beauty Story can virtually try on and share the latest makeup looks from Coty looks via an app (Perfect Corp.'s YouCam AR Makeup Mirror). The space includes a prestige beauty section conceptualized by Space NK founder Nicky Kinnaird, an outpost of cult Manhattan salon Hayday offering 30-minute custom facials, complimentary skin consultations and related products, and a Sally Hansen DIY nail bar where customers can try out new looks.
Bold wall displays (by Instagram artist Adam Hillman) form a colorful backdrop for the featured merchandise. There are several displays or activations that encourage interaction, and even rewarding it with complimentary products. A Vengo Labs digital vending machine, for instance, dispenses a complimentary Rimmel product for guests who pose for a photo against the in-store backdrop.
Beauty Story will be open through October 8. During that time, it will host various events, including makeup tutorials and touchups, and a Business of Beauty session featuring Kinnaird, who will discuss trends, insights and lessons about the current state of the beauty industry.
Founded by Rachel Shechtman, Story takes the editorial viewpoint of a magazine, and changes its merchandise and theme similar to a gallery.
Discount giant adds another massive ‘Pickup Tower’
Walmart’s self-service kiosks that cater to online order in-store pickups have hit Nevada.
The discount giant has added a 16-ft. “Pickup Tower” at its Las Vegas Walmart Supercenter. The tower is the first machine to be installed on the West Coast, according to Las Vegas Review-Journal.
The tower, which is nicknamed “Rapunzel,” stores approximately 300 items. When customers place an online order, they choose the “Pickup” option during checkout. When they enter the store, they scan a barcode on their smartphone at the tower to retrieve their purchase, the report said. Orders are fulfilled in less than a minute.
Rapunzel is one of many new additions at the Las Vegas Walmart Supercenter, a recently remodeled location.
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Target in aggressive marketing effort for exclusive brands
Target Corp. is launching an array of private brands and the discounter is giving them a big kickoff.
The discounter will launch an aggressive marketing campaign for the new labels, AdAge reported, including everything from print and television spots to in-store events and visual merchandising.
"This is our second biggest investment behind holiday," Rick Gomez, chief marketing officer of Target, told AdAge. "We're investing at leadership levels."
In 2016, Target spent $570.7 million on measured media in the U.S., a 9% decline over 2015, according to AdAge's Datacenter.
According to the report, Target's new commercials are clean and simple, and feature a diverse range of ages, sizes and ethnicities.
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