Use the physical space to open up the mental space, says Jonathan Ford
Nicky Kinnaird was probably the first beauty visionary to really put the word ‘space’ rather than brand or product at the front of our minds. Now, with so many products and ways of buying, the retail space and environment is crucial to success. But is this enough? What defines a good use of space as we move into the future?
Virtual re-tail-ity
The world is increasingly moving from bricks to clicks and beauty is no exception. Crowdsourcing, Apps, AR – as the list continues to grow, do brands try and embrace and adopt as much as they can? Seemingly there is no easy or immediate answer to this one. Consumers want to be included in the process and have their ideas evidenced but they are also not afraid to pillory brands not living up to expectations. As technology advances, the tussle between brands and their audience inevitably makes us question how future generations will expect the relationship to work.
Malcolm Gladwell is just one thought leader debating the fate of the future in what he calls the ‘digerati’s’ hands. “Technology does not and cannot change the underlying dynamics of ‘human’ problems: it does not make it easier to love or to motivate or to dream or convince.”
Loving, motivating, dreaming, convincing – all attributes we have always looked to the beauty industry to fulfil and all requiring intimate knowledge of the brand in the hand which needs to start in a tactile and tangible context. Which is maybe why we are now seeing more brands reconsider the opportunities offered by the physical retail experience.
Pop-ins v pop-ups
As a way of encouraging us to pop in-store, pop-ups have become the promotional tool of choice for brand leaders when vying for space and recognition in the big beauty retailers and department stores. But regardless of new (sampling) initiatives like this, retaining the values of an innovative above-the-line campaign in-store can be a challenge for many brand owners. And so more brands are looking to blur the boundaries of the real and the virtual by taking digital techniques into the physical retail environment.
Coty was applauded for last year’s marketing campaign for Gwen Stefani’s Harajuku Lovers fragrance and its creation of a touring karaoke booth, which allowed customers to record themselves singing a song and then view it on the Harajuku Lovers website. But while technology can help bring products to life and reveal hidden features and details, it also needs to add genuine value to the consumer’s shopping experience.
Pleasure Of Purchase
Environment is one key point of connection. But we shouldn’t forget that its power comes from being part of the continuous points of connection for the consumer that also includes POP and packaging.
By building intimacy, relevancy and interactivity at the start, brands can create not only desirable and successful Point Of Purchase but successful and desirable Pleasure Of Purchase for the future. It’s not just about short, spontaneous and prescriptive bursts of fun but about enhancing daily life – and daily purchases – in a more innovative and engaging way. It’s about using the power of the physical touch to open up the mental space of the brand and create the time and space to relate, connect and belong.
Ultimately, it’s about putting the idea first and remembering that the packaging is the start of the holistic brand experience and not just the functional gateway to it. The future of innovative use of environment and POP will come from those brands that first execute innovative ideas in their packaging.
A new spatial awareness
And we are seeing a brave new direction for packaging that is about leaving room and space for the consumer and their imagination. More thoughtful and immersive brand experiences don’t just allow the consumer to collaborate or co-create with the brand, they allow them to impart their own story onto what they buy.
Global instability has sent us seeking out nostalgia brands from our past that inspire, comfort and reassure. We have seen reaffirmation of our love for brands like Heinz, Fiat, and Ponds – the feel-good qualities associated with these brands have provided a counterbalance to the diverse and fragmented strands of our lives which are not so readily interpreted. And so, moving forward, we will be looking to reconcile this dichotomy by seeking experiences with brands that are more real and which are not afraid to leave questions unanswered and unresolved.
But let’s not get confused. Creating space does not mean less expertise or just simple minimalist expression. In fact quite the opposite applies. Creating a brand with enough rich stuff behind it to still be a brand with integrity and meaning takes an inordinate amount of skill.
One brand that has caught our eye is emerging UK lip balm company Bon Bon Balm. The range – in its patterned design – is extensive and vastly different. The brand name and star brand marque are nestled at the centre of each pattern but there is no copy relating to flavour or product description. But should we care? If we can create such intimacy and pleasure through the packaging design of a lip balm then the creative possibilities for brands are endless.
While it’s true that what the eye doesn’t see the heart can still feel, when it comes to brands it is the physical which can open up the mental space by cleverly and creatively directing or teasing out the story of the brand experience, and that all important and desirable space in-between.
