Beauty concept offers ‘service as you like it’
NEW YORK — Clinique unveiled what it calls a new “consumer-inspired” cosmetics merchandising concept here at Lord & Taylor’s landmark Fifth Avenue store.
The new “Service As You Like It” beauty counter concept, which appears to borrow a page or two from mass, offers shoppers multiple ways to engage and interact with the brand and products in the space. New features include the Foundation Bar and dedicated makeup and skin care browsing areas, which encourage shoppers to test and select items at their leisure. A “Top Ten” wall showcases current best sellers.
But at the heart of the “Service As You Like It” concept is the option for consumers to shop the department as they prefer, including:
Full service: Clinique experts are on hand to provide comprehensive skin consultations, recommend items and provide product application tips.
Guided self-service: A 90-second computer-guided skin care analysis helps customers identify skin care concerns, processing more than 180,000 product combinations to precisely match customers’ individual needs. Also, a printed analysis provides a list of product recommendations.
Self-service: With such play-and-pay features as the Colour Bar and the interactive Mascara and Lip Bars, shoppers can test, pick up and play with products—and the shopping basket sends a message to the consultants that this customer wants to browse by herself.