Beauty brand Nivea have recently launched a new ‘immersive’ retail space, dubbed Face Facts Boutique, with which the brand hopes to attract a larger consumer base of women aged 40 – 60.
In a series of booths which will be installed across the UK, the Beiersdorf-owned skin care brand will showcase its new Cellular Anti-Age skin care range, targeting in particular the older demographic with demonstrations offered by a ‘Nivea skin expert’.
The boutiques will also offer the consumer free skin consultations and diagnostics, with product sampling a key feature of the experience: this element of consumer participation is a feature increasingly recommended by experts for beauty retail spaces.
Accessible and intimate
A recent study by Anglia Ruskin University found that tactile and immersive retail in-store experiences are now trumping more static offerings.
“Once a consumer is paying attention to a product based on its tactile properties, it is less likely that they will shift their attention to a competing product or brand,” Catherine Jansson-Boyd, researcher, confirmed.
Nivea’s Face Facts Boutique’s creators state that the initiative gives consumers the opportunity to experience the product, putting it into a practical situation rather than just a hypothetical one.
"We create real intimacy between the brand and its audience, through the combination of the Nivea brand and this product’s scientific story, revealed in a sensory and engaging way,” explained David Atkinson, managing partner at branding agency Space.
Sophie Rock, UK face care brand manager at Nivea, added that it is "a campaign to close the gap between awareness and trial, and challenge the inertia that so many women face when it comes to changing their skin care products.”
The anti-ageing category survived the recession largely unscathed, driven by the now aging baby boomer generation to reach estimated global sales of $122.3 billion in 2013, according to Transparency Market Research.
Responding to this rise, Nivea’s Cellular Anti-Age range was lanched late last year, and has reportedly met with consumer enthusiasm, with Atkinson describing it as “a hugely successful launch”.
The formula reportedly works against the signs of ageing, targeting cell regeneration and collagen production with the use of magnolia extract, hyaluronic acid and creatine,