Consumers are demanding more and more from beauty brands, with expectations increasingly centred around the experiential elements. Add to this a growing desire for authenticity and relatability over aspiration, and consumers want brands to play a bigger role in their lives – moreover, they want to see themselves reflected in the brands they choose.

Relying solely on digital or in-store experiences isn’t enough. Consumers today expect more – they want authentic, meaningful connections with brands. They are inundated with information so when they make time to seek out your brand, they expect an experience that goes beyond the usual, one that offers something new and memorable – something that engages them. While social media remains essential for product discovery, it can often feel overwhelming and disconnected. Stores, on the other hand, offer an opportunity for tactile engagement – touching, feeling, and smelling products –but even here, consumers want more. They crave experiences that build emotional connections and provide deeper opportunities for exploration.

So, how can beauty retail create the right online-offline blend? In today’s attention economy, where every moment of consumer focus is hard-earned, capturing and maintaining interest is more crucial than ever. At Yonder, we help brands design experiences that authentically connect with their consumers, blending the best of both digital and physical worlds. By doing so, we enable brands to build lasting relationships and open the door to deeper brand discovery.

Beauty consumers want to feel seen on- and offline

Consumers shopping for beauty want to feel seen by the brands they choose. Our research tells us that consumers of all generations prefer brands they perceive as understanding and reflecting who they are – just as much as they seek beauty products that work for them.

Beauty products are integral to identity. Makeup, for example, is a tool that consumers can use to explore an ‘authentic’ self-image. With this comes greater need to find brands that re-affirm this image – no matter the consumer’s age – which is where emotional connection comes in, whether shopping on or offline.  

Gen Z is heavily influenced by online trends and product reviews, yet their purchase drivers are also influenced by value and authenticity. As a generation on a journey of self-discovery and exploration, they’re more experiential, choosing a mix of products over loyalty to any one brand. And when they shop, they don’t do it exclusively online.

Equally, older generations are not shopping or browsing solely offline. While they’re less digitally connected and generally lean on tried and tested products, a reported reversal of the generational flow of beauty advice sees more parents taking skincare advice from their children, which opens the door to brand exploration.

Brand exploration becomes personal exploration

Exploration has long been pivotal for the growth of beauty brands – especially through travel retail. All the more so given that Gen Z is projected to account for 30 percent of all travellers by 2030. As a generation clued into immersive brand exploration they’re inspiring new travel retail experiences that beauty retail can model.

The most effective experiential retail marketing is often about discovering the unexpected, such as stores popping up in places you’d not expect to see them. Brands that use location and environment in surprising and authentic ways cut through the noise and create memories. Dior’s first Balearic pop-up demonstrates this well.

Located on a stylish Ibizan marina last summer, it was the first time Dior had hosted a space on the islands – a sun-drenched backdrop that captured the brand’s essence of the eternal journey. The choice of location was as much about the brand’s individuality and identity as it was about the products it sells. It allowed visitors to immerse themselves in the experience rather than simply browse.

Experiences like these provide the perfect frame for those Instagrammable moments that Gen Z craves. Importantly, they capture the attention of older generations too, creating new generational pathways.

Experiences create new generational pathways

An emerging trend among Gen Alphas sees them choosing beauty retail experiences over traditional birthday parties. Sephora is one brand tapping this trend by offering skincare-obsessed tweens beauty tutorials and party bags full of product samples. If parents also attend these parties, the experience creates a new touchpoint that brings together generations – while (crucially) allowing each to have their own individual experience.

Whether it’s a beauty party or an Ibizan pop-up, these experiences enable moments of escapism from the everyday that pave the way for deeper emotional connection – moreover, connection that feels personal to the individual. This ensures brands remain top of mind during the purchase cycle, which (given time) builds loyalty.  

Centre experiences around authenticity

For the experiential to be effective, it must cultivate individual consumer connection. It’s critical that each consumer has a brand-themed experience that resonates. Sephora’s ‘Faces of Beauty’ documentary, which aired on Hulu in the US, speaks to this with its exploration of belonging and celebration of unique identity. 

With a clear focus on diversity and inclusion, Sephora opens the door for viewers to see themselves reflected in the featured artists – all while discovering new products and perspectives in a way that feels authentic (and perhaps in surprising ways too, which is what makes the experience memorable).

Use consumer insight to reimagine your future

Each experience outlined here has proven effective because the brands involved deeply understood their audiences – utilising consumer insight as a catalyst for transformation. At Yonder, we are uniquely positioned to help brands discover opportunity by illuminating the consumer landscape and uncovering untapped opportunity areas. We combine insight and imagination to help you see beyond the obvious and reimagine your future. In a world where consumer expectations are shifting rapidly, we empower you to think ahead and stay ahead, creating lasting impact.

Immersive beauty experiences allow consumers to explore their own identities while discovering new products. This is a key factor in impactful beauty brand activation. By challenging conventional thinking and opening the aperture on what’s possible, we work alongside you to shape new opportunities and build touchpoints that truly resonate with the consumer. With strategic intelligence and a deep human understanding, Yonder helps you uncover new truths, making it easier to navigate the ever-evolving beauty retail landscape and unlock the future of consumer experiences.