INDEPENDENT STUDY | 8 WEEKS
A makeup store experience with a focus on transparency, community, education and empowerment.
MELISSA POE, Experience Design & Strategist
ALISHA TAYLOR, Brand Strategist
Research, Strategy, Service Design, 3D Design, Visual Design
Cinema4D, Sketch, Stylus, Photoshop, Illustrator
WHAT IS COLOURPOP?
An online makeup brand that provides a variety of high-quality makeup products at a low price.
Colourpop is able to have low prices by having every process done under one roof. This also means they have complete creative control over the products they create. Colourpop responds to trends as they happen and is able to give customers the products they want while they still want them. They empower their community to be playful and experiment with products in a way that isn’t intimidating and makes their customers feel good about themselves.
Fans of the brand want to see Colourpop in person, but are limited to racks at ULTA or pop-ups at events, like Coachella, that most Colourpop fans will never be able to attend. Currently they do not have an easily accessible place for their customers to explore and play with their products in person.
While competitor brands, like Glossier and Morphe, have recently taken the leap from being solely online stores to opening their own stand-alone stores, these brands have failed to differentiate themselves from stores like Ulta and Sephora. By opening their own stand-alone store, Colourpop can provide a unique, transparent, and inviting playground for makeup enthusiasts to explore the Colourpop world.
The beauty industry is always changing, but what will never change is the value of the personal in-store experience. A stand-alone space will make Colourpop stand out from their competitors, speak to the brand's values and give their
customers a place to redefine creative exploration.
INDEPENDENT STUDY RESEARCH
| BRAND EXPERIENCE
INDEPENDENT STUDY RESEARCH | BRAND EXPERIENCE
Brand experience bridges the gap between brands & people to make connections possible. From my research, I identified 4 key principles for a good brand experience and used these to inform all of the decisions I made for the Colourpop store.
BE HUMAN/SHOW UNIQUENESS | Tell your brand's story and be vulnerable
Use your uniqueness as a selling point that helps you stand out to your consumers but stand out from your competitors. Don’t focus on being “better” than anyone else’s products/services, focus on what makes you unique and that will always be more authentic.
BUILD TRUST & LOYALTY | Provide proof on promises
A key to making strong connections with consumers is providing proof on the promises that the brand makes. People like doing business with brands they know, like and trust. Brands have to prove to their consumers they are trustworthy to gain their loyalty.
PERSONALIZE & INDIVIDUALIZE | Focus on consumer needs
Brands need to speak to the individual needs of their consumers and make them the star of the show. Brand’s connecting to their consumer is becoming more important than the products brands are selling.
INVITE CONSUMER ENGAGEMENT | Emphasis on Experience over product
Audiences aren’t just passive participants, they represent a collaborative community. They prefer to take an active role in curation, creation, & ownership of content during a brand experience.
Changing consumer values and expectations are causing a retail revolution.
Consumers today want an emotional connection, entertainment, and instant gratification from the brands they buy from. This is very different from the past when all customers expected was convenience, quality products, and a good price. Brand’s connecting to their consumer has become more important than the products brands are selling. This fact is forcing some online stores to move offline and into brick & mortar stores.
I wrote an article about my thoughts on why there is a retail revloution, you can read it on Medium. See button below.
COLOURPOP'S CURRENT STATE
As an online company, Colourpop is only appealing to the functional values of their consumers.
CONSUMER VALUE PYRAMID
Products and services deliver fundamental elements of value that address four kinds of needs: functional, emotional, life changing & social impact. In general, the more elements provided the greater customers’ loyalty and the higher the company’s sustained revenue growth.
BENEFITS FOR BUSINESS
By opening a store, they will be providing more values to their consumers which will lead to better brand loyalty and trust from their consumers.