Between clicking for a lipstick to go into a shopping cart and obtaining a tube at a cosmetics counter, the latter provides more pleasurable retail therapy.
Despite instant access to online-shopping, physical stores still dominate in cosmetics retail amid a beauty boom driven by generation selfies' pursuit of products to primp up personal appearance.
Business growth is indicated by the opening of multi-brand beauty stores such as Sephora and Eveandboy in recent years. Major department stores have kept pace by reinventing their cosmetics sections that surpass the speciality retailers in thoughtfully-designed counters that allow direct connection with the beauty brands.
Launched last Friday, the renovated Zen Beauty@ZenMegastore at CentralWorld houses over 130 brands and occupies 3,000m² of the department store's Level 1.
The expanded cosmetics department has been renewed as an inviting and open retail space incorporating eye-catching displays and digital technology.
Aesop's functional counter with a large sink encourages product testing. ZEN
"The renovation was completed in six months and worth the wait," said Natira Boonsri, president of Zen Department Store. "Beauty brands collaborated in constructing their counters under the 'Maximise Design Concept' optimising the use of 'vertical space', resulting in a heterogeneous retail landscape within Zen Beauty."
Dior's largest counter in Southeast Asia spans two islands -- the first displaying skincare and fragrance collections while the second is dedicated to Dior Backstage Studio and make-up including the kaleidoscopic "Lipstick Wave" of around 1,000 tubes.
Free make-up services are available at Dior Backstage Studio designed to evoke a catwalk vibe enhanced by lighting, music and a Dior runway show featured on an LED screen, which demonstrates the use of vertical space.
Another legendary French brand, Guerlain designed its retail space as a beauty boutique inspired by Maison Guerlain, which opened its doors on 68 Champs-Élysées in 1914.
The parquet flooring is taken from that typically installed in a Parisian apartment. The vertical space is accentuated by a honeycomb pattern on the top part of the wall, recalling the iconic "bee bottle" of the Aqua Allegoria fragrance. White orchids bloom on the wall of the "Orchidée Impériale Bar", where clients can experience Guerlain's luxurious skincare formulas.
Known for its standout minimalist stores, Aesop has designed its fourth branch at Zen Beauty with oak flooring where two sturdy counters stand to reflect balance and linear harmony.
Natira Boonsri, president of Zen Department Store. ZEN
One counter encourages testing the skincare, body and hair formulas that can easily be washed off at a large sink. The other counter is where the welcome tea is served in delivering the Aesop experience. The use of vertical space is evident in the rear wall panelled in vintage burlap, where steel shelves display the beauty products in iconic amber bottles.
"Each counter appeals with its own design code, display and services while providing personalised recommendations of beauty products," said Natira. "Many brands have installed LED screens to give updates on the latest beauty trends so that clients can translate the various looks in expressing their individuality."
Customers may have previously done some research on the internet, comparing product reviews and watching tutorials, but the purchasing decision is better made, particularly for make-up and pricey skincare, after physically checking out the real thing in the store.
They can also pick up beauty tips and techniques from make-up lessons or demonstrations using products and shades closely matching their skin tone and facial features.
Cosmetics shoppers are also attracted by gifts, discounts and loyalty programmes aimed at making them come back for the in-store experience.
