BW Confidential - Issue #13 - March/April 2013 - (Page 44)

Insight: Make-up Retail case studies Store sense A spotlight on new ways retailers are merchandising make-up and servicing the color consumer by Alissa Demorest CVS’ Nails HQ Although US drugstore operator CVS shuttered its beauty concept store Beauty 360 last year, the retailer has not shied away from the category. Its latest beauty initiative is Nails HQ, a standalone in-store kiosk created to spotlight the latest nail products, trends and technologies. The unit features “easy access to nail innovations”, according to the retailer, including the latest color collections from trendy brands, such as L’Oréal-owned Essie and at-home gel nail kits from Sally Hansen. Essie will launch a new collection on a monthly basis at the kiosk. CVS’ exclusive brand, Salma Hayek, also introduced its 32-sku nail polish collection through Nails HQ. Consumers can browse the unit’s nail color strip display, rather than having to pick up a bottle to find the shade they are looking for. The concept has rolled out to more than 2,000 CVS stores in the US since November 2012. Nails HQ was created to spotlight the latest trends and products for nails, but CVS also has traditional shelf space dedicated to the category. Boots makes a color match A poll conducted by UK-based retailer Boots showed that 78% of women in the UK would change their foundation if they could find a closer color match. This was the impetus behind the creation of the No7 Foundation Match Made Service, which was created in partnership with color technology company X-Rite, and rolled out to 668 UK stores in January. Boots claims that this is the first technology to be used at retail to measure skin tones, and it is meant to take the guesswork out of choosing a foundation. The handheld device, operated by the beauty advisor, measures the consumer’s skin color and then finds the best match from Boots’ No7 Foundation range. (Boots and X-Rite measured the skin tones of more than 2,000 women to come up with a range of “skin-true” foundation shades.) The device uses a camera that illuminates the skin from three different angles, while taking 27 images to identify skin tone. A photo of the skin is then displayed on the device along with the foundation shade that is the closest match. The tool also has an internal light source so that the store’s lighting does not interfere with the reading. 44 March-April 2013 - N°13 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #13 - March/April 2013

Cover
Comment
Contents
Update
- Brand & retail news recap
- Companies on the move
Take note Market facts, figures & trends
Best of BW Highlights from our e-publication
Launches The latest in fragrance, skincare & make-up
Interview Natura Cosméticos evp José Vicente Marino
Insight: Make-up
- Category overview
- The latest trends
- Social media
- Retail viewpoint
- Retail case studies
- Increasing usage
Retail
- European perfumeries
- Store concepts
Digital Mobile strategies and brand case studies
Strategy spotlight Trends to inspire
Market watch: US
- Country overview
- Department stores
- Specialty stores
- Industry viewpoint
Emerging markets Company profile: Jequiti
Radar A profile of six up-and-coming beauty brands
Travel retail: Brazilian travelers
- Overview
- Passenger profiles
Packaging Designs for travel retail
Last word The Beauty Company’s Alisa Marie Beyer on new ways to converse with consumers

BW Confidential - Issue #13 - March/April 2013