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3 Apr

H&M Beauty Unveiling First Global Flagships, in Oslo: EXCLUSIVE

PARIS — H&M Beauty is poised to unveil its first two beauty flagships, in Oslo.

One will debut on May 4 at Karl Johans gate 14 and the opposite on May 25, in Oslo City mall.

The locations each measure about 3,230 square feet, so have about two-times more floorspace than the present H&M Beauty departments.

“The brand new concept stores are really just like the launch of H&M Beauty,” said Cathrine Wigzell, general manager of H&M Beauty.

They’re found inside existing H&M stores and billed to provide an elevated experience, replete with H&M-branded beauty products, Scandinavian beauty labels and a few brands exclusive to Norway, including Huda Beauty.

Altogether, there will probably be greater than 80 external beauty brands stocked.

“About three years ago, the corporate decided to essentially deal with beauty by constructing a stand-alone organization,” said Wigzell.

Industry experts were brought in because the team was being built. In January, the corporate introduced a latest brand identity that can infuse the brand new retail locations.

“It’s really about constructing the credibility inside beauty, ensuring that we have now an elevated feel and appear in every thing that we do,” said Wigzell, adding that spans elements from latest logotype to repeat. “All of the aesthetics are being reworked.”

H&M’s in-house team of designers and designers conceived the concept together.

“We have now been really inspired by the cocktail bar aesthetic, in addition to the spa environment,” said Wigzell.

The spa environment is more about me-time that’s tranquil and constructed with long-lasting materials, equivalent to hammered metals, glass and lightweight woods.

The cocktail bar-like area is where shoppers can hang around and interact with friends. Here, merchandising units have curved tubes and vibrant colours, there may be Plexiglas and mirrors.

H&M’s beauty bar

“We work with local artists after we develop the stores,” continued Wigzell.

For Oslo, H&M signed on Kristin Romberg, who has developed exclusive pieces.

Each Oslo beauty locations are a part of the H&M stores’ primary entrances and boast direct access from high streets through a door plus streetside windows.

“Inside, we have now our own space, where you may feel that it’s a special space, that it’s a beauty space, nevertheless it’s integrated with the style side as well,” said Wigzell.

The overarching goal is for people to have the option to buy their entire have a look at H&M.

The retailer has been reviewing its full private-label assortment to be sure that it’s according to the brand new brand identity. That collection includes all product categories, but skews heavily toward makeup.

“It’s so tightly connected to fashion,” said Wigzell, of color cosmetics. “It’s a extremely natural category for us to sell.”

Amongst the sweetness brands being launched within the two Oslo locations, exclusive to Norway beside Huda Beauty, are Kayali and Wishful.

Latest to H&M Beauty overall are Anastasia Beverly Hills, Smashbox, KVD, Origins, Patchology, Bybi, Monday Haircare, Escada and Juicy Couture, amongst many others.

“I’d say that we’re moving up within the triangle in comparison with current concepts that we have now,” said Wigzell.

The H&M Beauty product mix is being considered on a market-by-market basis. Among the Scandinavian brands it can offer in Oslo include Emma S, Xlash, Ida Warg and Glöd. Local adaption of brands is vital.

 “We are able to see that those local brands really resonate with the purchasers,” said Wigzell. “That’s something we would like to bring.”

Half of H&M Beauty’s customers are younger than 35 years old, and 50 percent of its latest customers are Gen Z.

“We actually have a customer that’s super keen to check and check out latest brands,” said Wigzell. “So we’re all the time looking out to expand after we find brands that basically resonate with [them].”

H&M Beauty can be gearing as much as launch on April 20 for the primary time its first in-house brand, called Oh Hey Hero, or OHH! It’s a 10-unit body care range targeting Gen-Zers with on a regular basis vegan essentials.


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Entering the Oslo beauty stores, a consumer is met by an inspiration table, where products deemed cool are displayed alongside the newest H&M fashion.

“We’re really attempting to integrate the departments,” said Wigzell, adding also in the primary room are the more prestige beauty labels with distinguished retail spaces. “Here, they will really create their very own brand universes.”

Further in are smaller brands on their very own shelves lining categorized zones. Then there may be the sweetness bar, with nail and lash-and-brow services, plus a mask bar.

A minis’ universe is likened to a candy store, where people can sample latest products.

“We have now hired really trained beauty advisers,” said Wigzell.

She wouldn’t discuss sales projections, but industry sources estimate the brand new beauty stores could each generate 2.5 million euros to three.5 million euros in yearly sales.

H&M has been selling beauty for the reason that late ’70s. All H&Ms trading within the category carry the brand’s private label, which is present in almost 2,000 stores in greater than 50 markets around the globe.

External beauty brands have been sold within the retailer’s doors in Sweden and Norway from the outset. Today, those are carried in about 300 H&Ms altogether, in markets including Iceland and Denmark, as well, plus online in Italy and — most recently — Germany.

It stays early days to say when and where the brand new beauty stores will roll out to next.

“We actually imagine in this idea and in beauty,” said Wigzell. “It’s a growing market, and we see great customer demand for beauty inside H&M.”

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