In Australia, the cosmetic & toiletry retailing industry is thriving – with a market size valued at 4.3 billion and an expected growth rate of 2.1% in 2021. So, how has this sector continued to expand over the past 5 years, despite the impacts of the current climate on the retail industry?

Some may not classify cosmetics as an ‘essential service’, much to the dismay of many beauty enthusiasts, but the industry has always had a striking influence on the colourful lives of humans globally. The use of cosmetics, fragrances and personal care products can be traced back throughout history, and as our society continues to evolve, so has the approach of successful retailers. A pivotal shift in the last decade has been in the consumer journey. It’s likely your consumers are now spending more time online researching, reviewing & ordering the latest trends. This growth in online shopping has triggered the need for creative in-store differentiation.
Thankfully, cosmetic retailers aren’t afraid to look towards the future and reimagine their retail fit-out and few brands do it better than – Sephora, Mecca, Aesop & Jurlique.

INSPIRED BY | Sephora

Sephora | The French beauty brand is known for being early adopters of innovative technology. The company has established a synergy between their digital and physical strategy – striving towards a seamless online & offline shopping experience. The integration of their in-store digital tools has helped the brand continuously evolve & achieve positive outcomes for their loyal beauty community. Sephora has carefully crafted a one-stop shop for a diverse range of premium items and unique services – from brow bars, hairdressing services and makeup workshops to the brands exciting events & product launches. The primary goal of the brand’s store concept is to make its extensive range of products the star attraction, often choosing a more sophisticated and clean retail fit-out. Recently the globally recognized black & white stores are embracing sleek architectural and visual design elements, along with new lighting enhancements to create a better beauty shopping experience. The company’s investment in its brick-and-mortar future is truly beautiful and as the brand expands into the Australian market, expect to witness more in-store differentiation within their fit-outs & refurbishments.

INSPIRED BY | Mecca

MECCA | The rapid adoption of digital shopping hasn’t slowed down Mecca’s ambition for more physical stores. Instead, the brand has embraced the idea of a digitally connected future and has adapted its store offerings through quality fit-outs that cater to the changing market. Mecca introduced tech concepts such as the Myer Pad, Selfie Studios, How-to Touchscreens and Digital Signage to offer experiential touchpoints that help beauty shoppers decipher the overwhelming levels of information we consume online. Mecca further encourages interaction between consumers & its brand by creating unique experiences. The company works hard to guarantee that its in-store staff are ready to engage, educate & excel when it comes to interacting with clients. Their exciting store concepts work to inspire and often include high energy, colour filled designs. The recent opening of Mecca’s Sydney flagship store, coined the beauty wonderland, is one of the largest and most immersive beauty stores in the southern hemisphere with many convinced that this is the future of beauty.

INSPIRED BY | Aesop

Aesop | The Australian brand Aesop has become an iconic presence in the cosmetic industry known for its simplified product packaging, unique industry approach and intriguing store fit-outs. The retailer prioritises the consumer experience, investing heavily in quality craftsmanship & well-informed store consultants dedicated to guiding consumers through their selection of lookalike products. Each store incorporates a unique location-specific design while remaining easily identifiable as an Aesop boutique. The in-store space takes a considered fit-out approach – adopting the culture, history and resources of the region. Often the brand invites consumers to sit down & take in the architecture of the shop. Aesop is keeping the future bright by making shopping an event worth going out for.

Jurlique | Since its establishment in 1985, Jurlique has remained a well-loved & sought-after brand. The South Australian skincare retailer recently celebrated its 35th anniversary and continues to successfully trade despite the challenges of the current climate. Jurlique works to nurture its brand and through the years has consistently prioritised the consumer journey. Jurlique retail store designs (pictured above) reflect the brand’s strong ethos with each shop taking cues from the company’s Adelaide Hills farm with a mixture of natural, handmade and highly textured finishes. The objective of the fit-out is to be consistent and recognisable as a Jurlique environment, often choosing a smaller store footprint with an open floorplan. This ensures that whenever a client enters the shop, they have a highly tailored and intimate experience. Jurlique has effortlessly looked to the past to see into the future, embracing their rich history while adapting to a consumer centred industry.

Does your retail space need a makeover? Drop us a line.