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More Beauty Brands Opening Stores For Better Customer Interaction

June 20, 2018: 12:00 AM EST
Beauty brands are increasingly trying a more direct approach to reach their consumers rather than relying solely on traditional retailer relationships. In an attempt to gain a better understanding of consumer preferences, many are opening stores, using digital technology and offering a more experiential destination, including classes and treatments. Eyelash extension business Glad Lash recently opened its first retail location in California, and skin-care brand Osea, once only available in spas, is planning to open a store. CoverGirl is aiming to launch a tech-focused store in New York’s Times Square later this year. [Image Credit: © Glad Lash Inc.]
Emma Sandler, "Beauty brands are launching independent stores centered on experiences", Glossy, June 20, 2018, © Digiday Media
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