Spa & Beauty businesses pop up
Fashion, food, gifts… and beauty. Another genre joins the mix, doing pop up stores.
This month’s edition of SPA + CLINIC magazine has run a glossy article on Pop-Up Stars – describing the experience of 3 “beauty” brands with their pop up boutiques. It makes sense too – with many retailers and brands achieving results via temporary events, it’s only a matter of time before other genres (such as health and beauty…) use pop up to broadcast their message… and shopping centres seem to offer just the right demographic for these spa and wellness promotions !
Premium cosmetics business Babor opened a concept store in central Sydney earlier this year (capturing the May Mother’s Day gift purchases) and will soon return to Westfield Chatswood for the Christmas rush. The stand-alone Babor store in Westfield Pitt Street offered skin consultations and deluxe product samples, although their main objective was to increase brand awareness and encourage consumers “into the affiliated hotel and day spas and salons across the country”*.
English brand Aromatherapy Associates ran two pop up boutiques in Sydney last month (Westfields Pitt Street and Bondi) – with similar goals (raise consumer awareness and send clients to AA’s hotel and day spa stockists*). Across in Perth, Dr Anh Ngyuen “ruffled some establishment feathers*” when she opened a pop-up skin clinic in a CBD shopping centre, providing visitors with advice on anti-ageing and self-enhancement treatments… and the opportunity for consultations back at her medispa clinic. The event was covered by local media and certainly didn’t do Dr. Anh’s business any harm…
Korean skincare brand Dr.Jart+ has just finished a short pop up in downtown New York City, featuring loads of graphics and product information – as well as “virtual facials” for guests to determine which products “will best address their skin concerns”#
Closer to home (Melbourne…) I’ve had discussions with several businesses in the spa and wellness sector – local and international skincare brands investigating the potential (and process) of pop up stores… as well as one central day spa business who’ve considered offering their reception area for complimentary pop up events !
*Source : SPA + CLINIC
#Source : Bustle.com
Images : Babor and Aromatherapy Associates in Westfield centres (Sydney)
Featured image : SPA + CLINIC November 2014
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