BW Confidential - Issue #13 - March/April 2013 - (Page 56)

Food for thought An analysis of some of today’s innovative strategies in beauty, from in-store tools to sampling programs Sony gets skin smart credit: stock.xchng Strategy spotlight Trends to inspire Japanese technology group Sony has launched a new skin diagnostic technology called SSKEP, or Smart Skin Evaluation Program. The technology claims to detect skin parameters, including texture, blemishes, pores and brightness, via image sensors. It is said to ‘read’ both the surface of the skin, as well as its subcutaneous layers. Sony says that it plans to use the technology in future consumer-related products for the beauty industry. Urban Retreat’s in-store tactile tool UK-based retailer Urban Retreat has launched a new in-store tool called Beauty Touch. The tactile-screen technology, developed by UK-based company Digitact, features an oversized tabletop screen that is operated by touch. Consumers can place a product on the screen to access information and videos via its QR code; they can also share the content on social media sites. Brands will be able to track their return on investment by measuring how many consumers engage with the tool and how long they spend navigating. Beauty Touch is also meant as a sales tool for BAs, who can give consumers in-depth product presentations. “[It] will keep customers engaged for longer, deliver brand messaging on demand and lengthen the window of opportunity for a sales assistant to encourage a customer to make a purchase,” says a Digitact spokesperson. A twist on sample boxes Sampling subscription boxes are mushrooming in beauty, and now retailers too are getting in on the action. UK-based retailer The Fragrance Shop launched a sampling initiative last November called the Discovery Club, which gives subscribers samples and exclusive discounts on the latest fragrance launches. Every three months, members receive a box containing five fragrance samples, “information cards” on each scent, and £5 ($8) worth of discount vouchers on future purchases. A subscription to the Discovery Club costs £5 ($8) per box, and each delivery features more than £7 ($11) worth of fragrance, in addition to the vouchers. “Consumers have a desire to change [fragrance] with the season; as a result we’ve seen purchases of new fragrances accelerate in the past three years. The Discovery Club is designed to make it easier for customers to get their hands on the latest fragrances, trial them and save money,” explains The Fragrance Shop managing director Nigel Lawmon. The retailer will launch a Discovery Club box for men this year. n 56 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