The multi-brand store chain The Beauty Box (Boticário Group) has now changed its name to Beautybox and has completely revamped, bringing an innovative retail experience. The brand renews all of its contact channels – from e-commerce to the store, which brings a new model designed to promote a better shopping experience, with technology, curation and experimentation.
Well-known brands like Smashbox, Tom Ford, Montale, Bond No. 9, Kérastase, Phyto and Guerlain fragrances add to Beautybox’s international beauty portfolio which includes Dior, Lancome, Givenchy, among others already in store. Beautybox will also win a new logo, which follows the mood of this more mature moment and comes with a new value proposition, designed by the branding consultancy “Marcas com Sal”. The e-commerce will be updated with improved user usability, unpublished make-up services, and updates to BeautyboxClub, the brand’s loyalty club.
The Brasília (ParkShopping Brasília) and Belo Horizonte (BH Shopping) stores already operate with the new project. Today, the average consumption of people who performed makeup services in stores is 213% higher when compared to the customer base. So the space for product experimentation, class workshops, and make-up classes has been expanded with a nine-seater table with individual mirrors, placed right in the center of the space.
To complement the connectivity experience, the store has an endless shelf – a dashboard where people can access e-commerce, check their loyalty club score and view the contents of partners brands.
Stores will also feature other technologies such as: a capillary diagnostics machine, Smart Mirror Beautybox, a mirror with customer video tutorials to follow the steps while trying out before and after photo products, a data science based technology that enables recommend the best perfumes based on what the customer already knows or likes, a make-up simulator using the products chosen by the consumer and the Lift and Learn Lancôme, where when picking up one of the cosmetics arranged in the furniture, a lot of information about it appears on the screen.
Signed by Todos Arquitetura, by partners Fábio Mota, Larís Delbianco and renowned architect and presenter Maurício Arruda, the store project focused on innovation and consumer experience. The highlight is the PICK UP IN STORE TOWER, technology designed and developed exclusively for Beautybox. Brand consumers who already enjoy Click-> Withdraw (buy online and pick up at any of the 40 physical stores) will have a more practical and quick experience in this new store model where shopping is easily located and the box with Orders are delivered by the tower automatically without the need for a seller.
The brand’s website will bring more content and information to the public. The platform was developed with the VTEX IO service, which focuses on serving two types of consumer: who wants to buy fast and who likes to browse and know the products and everything the site offers, the loyalty club has also gained new interactivity. With discounts or awards and the Subscription Box, monthly selection with products from the best beauty brands has new packaging and a special edition this month.