OVERVIEW
Beauty & Beyond is an omni-channel beauty and wellness brand that has all the leading brands under one roof along with the brand’s private label. The brand came to Restore with a vision and a request to help craft a path forward – brand identity and retail identity.
THE RESTORE POV
Restore’s understanding of omni-channel retail, along with an understanding of shopper journeys across channels enabled to build “credibility” by presenting the brand with more transparency and celebrating individuality and inclusivity. The focus was to raise the bar on engagement by identifying where a customer is in their buying journey and personalizing each touchpoint and create a fresh, young and joyful experience given the category and target profile.
THE DETAILS
The name proposed was simple, evocative, easy to recall and clearly encompassed all the brand envisioned to do. Restore built multiple distinctive assets for the brand. Its wordmark- international and aspirational. The acronym B&B, to be used as a youthful expression of the brand, was taken on to private label lipsticks, nail enamels, face masks etc. The color palette of beige and pink / orange represents the inclusivity, youth and high energy the brand brings to its consumers. Beginning with a circle, which is representative of balance, the graphic elements developed are sensorial in nature that help create an engaging retail identity.
A super high involvement category of beauty and wellness needs to provide information, inspire and give confidence. A distinctive façade with inserts of orange and pink elements connotes the ethos of beauty and wellness. The monochromatic interiors in beige and wooden finishes make a warm, welcoming, comfortable environment. Minimal and sleek product displays with dedicated space for branding and communication help make the products stand out. The role of mirrors cannot be underestimated and therefore a new strategy is employed in this with tilted built-in mirrors. Necessary breaks for promotional display, video screens to showcase new launches, and tips on make-up and wellness and brand philosophy. Dedicated trial zone focused on experience and experimentation. Confluence of beauty, wellness and technology using devices like skin analysis to show skin type and concerns and a BMI machine to help the customers make informed choices.
