US personal care brand Burt’s Bees has launched a three week pop-up store in London’s Covent Garden to promote its new colour cosmetics range. Innovation researchers Harriet Cox and Charlie Lloyd went down to check it out.
On entering the space what you first notice is the large green living wall immediately hinting at the brand’s green credentials. On the opposite wall the brand makes its campaign message clear, featuring three large portraits overlaid with the text: “I am strong, I am bold, I am real.” Underneath, #IAmNotSynthetic announces the brand’s commitment to natural ingredients, while encouraging visitors to share their visit to the store on social media.
Whilst in pure innovation terms the store brings nothing entirely new to beauty retail, it is a really nicely executed space that brings together a lot of best practise techniques. With big emphasis placed on trialling the products – the collection is available to purchase online at Lookfantastic, Feelunique, Superdrug.com and Amazon – customers are encouraged to select items they would like to test and make their way to a trial station where they can find iPads with more product information and video tutorials. There are also plenty of make-up artists on hand, should customers need further advice.
Designed for groups to socialise whilst testing the products, the space has lots of seating throughout making it feel inviting and comfortable. A series of in-store events is planned throughout the pop-up’s run to further highlight the brand’s natural approach. This includes a panel event featuring cruelty-free and ethical make-up artist Justine Jenkins.
“We’re committed to helping to bring out women’s natural best, using products with ingredients born from nature,” said Margaret McHugh, marketing director at Burt’s Bees Europe. “The pop-up experience can let consumers try the products for themselves, to be themselves. They can try first hand and have some fun with different looks with their friends, and with some great offers and experiences.”
Full Address: St Martin’s Courtyard, Slingsby Place, London