Following Sephora's success, beauty retailers are starting to realize that the market is changing and consumers are looking for new ways to be served, different from the traditional behind-the-counter approach.
Nordstrom, Inc. is refreshing its beauty department, actualizing it and giving customers more ways to shop, be it individually or assisted. The major changes undertaken are: organizing its wide beauty offer by trend and key product no matter what brand, establishing beauty concierges, where clients can access trial sizes and applications, consultations and other services so they test the products hands-on, allowing consumers to browse the color cosmetics area on their own. With this new strategy, Nordstrom beauty is hoping to maintain loyal customers and attract new one.
The new beauty concept, first launched in California at The Americana and is set to expand to a total 9 malls by January.