Co-creation and social media in Beauty Store

What:  a new concept for a beauty store in Mumbai, India

Why it is important: it includes novel ideas and processes that could be reproduced by department stores

GDR UK, a retail intelligence agency based in London, spotted the new store opening by MyGlamm, an Indian beauty brand, in Mumbai. It is centred on safe product trial, social media and co-creation on 300 sqm:

• Safe product trial: each customer is given a sanitisation kit to clean products before and after trial, in addition to virtual tutorials and try-on apps,
• Social media: customers find content creation booths to use products and take selfies
• Co-creation: a secret lab, only open to members of the brand's community, allows them to test crowdsourced innovations.

In this store, retail merges with digital to appeal to Gen-Z customers in a very efficient way.

mumbai beauty store focuses on co creation and social media

Co-creation and social media in Beauty Store (pictures)