More First Looks
After a year-plus of being shut in, consumers are ready to travel again and intend to look good while doing so. To serve this emerging need while still catering to those seeking contactless retail experiences, MAC Cosmetics has opened a specialty concept store in the Salt Lake City International Airport.
Opened in partnership with Hudson, the MAC store space was designed so consumers can quickly grab items and/or engage through digital touchpoints. The store layout is also flexible and modular, according to the company, enabling it to evolve along with consumer needs.
Products are organized in a variety of zones, including What’s New, I Forgot, Gifts, MAC Classics, First Class Lips, Non-Stop Flawless Skin and Custom Eyes. Product information is displayed via digital signage, and consumers can access product info, video demonstrations and other content via QR codes with their smartphones.
There is also an area with virtual try-on technology for contactless experiences. MAC is owned by The Estee Lauder Companies, which has made no bones about the value virtual services bring to its customers and the company.
Rick Whotte, senior VP and general manager, MAC and Too Faced, travel retail worldwide, said the store’s innovative design and merchandising delivers on what U.S. consumers currently demand while traveling.
In developing the concept store, the company said it kept both sustainability and individuality in mind. In addition to fixtures that use responsibly sourced materials where possible, the store uses LED lighting and ENERGY STAR-certified displays to reduce energy consumption.
The store also has low emitting paints for improved air quality and try-on mirrors with recycled glass.
“As a brand that is committed to making a positive impact, we are glad that we have also been able to implement more sustainable practices with the opening of this store,” Whotte added.