Now that 2018 has come to a close, we can look back on some of the Retail Trends. Some of the Beauty trends from 2018 will likely be left in the previous year, while others will find their way into 2019, perhaps with some updates. Explore some of the top Beauty Retail Trends that brought in consumers last year.
Changes to Loyalty Programs
Beauty retailers have long worked hard to build up a sense of loyalty with consumers, and this was no exception in 2018. Both Ulta and Sephora worked hard to reinforce the idea of brand loyalty. In May, Ulta had nearly 28 million members in its loyalty program, and the company had added a Diamond Tier for those spending over $1,200 annually. Sephora’s update to its loyalty program added benefits to certain member tiers. Overall, there was a trend toward investing in these types of programs for beauty brands.
Updating the Appearance of Stores
Another trend for beauty retailers in 2018 was the transformation of the actual brick and mortar stores. Most stores made a transition to more of a high-touch atmosphere with a focus on experiences and the use of technology. Within the beauty industry, the use of virtual and augmented reality was a big move, as well as the increase in tech throughout stores. An example of the experiential focus for stores’ layouts is Saks, which now has space for services like facials and brow shaping.
Piloting New Spaces
Many retailers that do not associate with the beauty industry have also put their feet in the door by piloting new spaces and partnerships. Banana Republic, for example, partnered with Cos Bar in San Francisco to drive traffic. Meanwhile, CVS began testing for a store-within-a-store concept called Beauty IRL, with success. Walgreens announced a Birchbox partnership, joining the trend.
Time will tell which of these beauty retail trends continue into 2019 and which are left behind in 2018.
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