Brief
Dive Brief:
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Clinique launched a standalone store with a pop-up concept called Clinique iD, which opened in SoHo last week, according to multiple news reports. Clinique did not immediately respond to Retail Dive’s request for comment.
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Customers can receive a skincare diagnosis at the pop-up stores to help them find the right moisturizer and can also test out a customized sampler of moisturizer, which comes with a personalized label, according to The Cut.
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The move comes after the brand launched Clinique iD customizable moisturizers in November, which include 15 different possible combinations for customers to choose from, and allow shoppers to choose their own hydration base, as well as an element that treats a specific skin concern, such as irritation, according to a different report from The Cut.
Dive Insight:
Clinique is joining the ranks of beauty brands trying to win shoppers over with an in-store experience that’s more than just transactional. Similarly to Sephora’s Beauty TIP workshops, which encourage shoppers to play around with products before purchasing, the Clinique iD pop-up seems built around the concept of interaction.
Unlike the department store setup, the pop-up gives customers a place to shop only Clinique’s products and get one-on-one attention that can be harder to receive in a crowded department store. That being said, many department stores are likewise trying to up their beauty game to better compete with specialty players, with Macy’s adding augmented reality technology and brand agnostic store associates to its beauty departments, and Saks betting on a larger space and more in-store services.
Most recently, Neiman Marcus announced a partnership with BLVD to offer a slew of in-store beauty services and Bloomingdale’s renovated its 59th Street flagship to include more services, as well as two millennial-focused, private label brands and play stations for shoppers to interact with products.
The Clinique iD concept fits right in with those larger trends in beauty, but the brand is also taking advantage of retail’s push toward customization as more shoppers look for something unique. Store concepts and flagships are catering more and more to the ability to customize products, especially in New York. Retailers from Converse to Muji offer customization opportunities for shoppers, and Nike’s new flagship in the area likewise offers sneaker customization, as well as other pieces of apparel, for a cost.
It’s unclear how many of the Clinique pop-ups will open in the future, but a Glossy report notes that the brand plans on opening in several international locations along with a traveling pop-up in the U.S.