On this planet of beauty retail competition is fierce. Eager beauty shoppers have led the best way for retailers to expand into latest categories and stock latest products, making a sea of brands for consumers to explore as they return to physical stores in full force.
For brands, this implies engaging with the patron in-store is paramount to avoid being missed. And to do that many firms are constructing in-store experiences that can highlight products’ unique differences. It is a brilliant play since recent consumer behavior research consistently shows that engaging with brands through in-person events is strictly what shoppers are in search of.
Notably, a report by PwC in early 2023 found that buyers have been wanting to return to stores...
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