New cosmetic brands are shaking up codes and moving away from past stereotypes. By betting on clean and tailor-made formulas, they are betting on ingredients and nutri-cosmetics or vegan or non-generic products. Beauty becomes identity and the relationship one has with brands is becoming more intimate. In this context, these new players are also reinventing the retail experience. Often digital natives, these labels capitalise on places (no longer places of sale but places of life) where the experience, thought out by design studios, is as important as the product itself. Here the reference to the laboratory is no longer just a guarantee of efficiency (too often exploited in the past), but physically inspires these new salons with their singular identity.
After having imposed its identity and virtual experience in the United States and France, the native digital brand « Glossier » was able to transcribe its unique codes in its first boutique in New York. Behind mysterious translucent glass: a science-fiction lab-like setting designed by architects Gachot Studios and Peterson Rich Office.
In the heart of an 18th century Parisian building, you will find the Japanese beauty salon named « EN », designed by the Archiee studio. EN refers to « beauty » in Japanese and to « circle » and « connection » in this subtle language. Three interpretations that inspired the architects to make the space and its history speak for itself.
The latest brand of personalised skincare on subscription: Seasonly who also wanted to get closer to its community by setting up a studio designed in the form of a very cosy cocoon in the 2nd arrondissement of Paris and for which the Goodmoods studio was responsible for the artistic direction.
Directed by Glen Luchford, the new Gucci campaign features Jared Leto and Lana Del Rey in a 60s setting inspired by the world of a glamorous and retro medical surgery. The pastel furniture and the medical assistant style create a highly photogenic setting for the Gucci Guilty fragrance.
Since its creation in 1987 in Melbourne, Aesop has established itself all over the world. Multiplying collaborations with the greatest architects and decorators, the brand has forged a prescriptive image with shops that are each more inspiring than the last. The latest success: a temporary spa imbued with the world of Pierre Paulin.
The Officine Universelle Buly in Tokyo is a unique blend of 19th century French style and an ultra-connected futuristic apothecary shop. In a very similar spirit, the Meldy Pharmacy created by the Sergio Mannino studio innovates in the retail landscape.
To bring these new spaces to life on the screens, brands are taking over Instagram with rich and singular universes, in which they fully express their identity.