My favourite skincare brand, Origins has launched a new store design at it’s Costa Mesa store in California.
The design by Origins and New York firm Lalire March Architects is an evolution of the brand’s store concept that advocates a barrier-free selling environment.
Store guides still walk freely around the store to provide assistance, but design enhancements are intended to encourage customers to direct their own shopping via digital touch-screens, testing at a “Discovery Bar,” and visual merchandising displays highlighting best-selling products and key ingredients.
The Estee Lauder owned brand is trying to give customers different ways to shop and different stories around products, creating zones within the store where customers play and investigate on their own, sample, try things, read and create their own customised experience.
The new design reinforces the brand’s scientific and natural messaging with beakers brimming with botanical ingredients used in product formulae. Arches in the ceiling are a nod to greenhouses, and science labs inspire brushed metal and white surfaces. Slatted wood walls are lit from behind as if they were illuminated by natural light.
Origins future renovations to the brand’s fleet of 92 U.S. stores will be made on a case-by-case basis. The brand is carried in 398 department store doors domestically in the USA and already has revamped the Macy’s counter at the Westfield Century City shopping center in concert with the new design.
The design is also being rolled out internationally, where Origins now has 486 doors at a mix of freestanding, department and specialty stores. The brand will add approximately 90 more by the end of the calendar year.
Sales of skin care at Estée Lauder rose 14 percent — the most of any category — to nearly $1.03 billion in the second quarter ended Dec. 31, 2010.
Origins’s latest skin care offering which launced this month is Plantscription Anti-Aging Serum (featuring extracts from the African Anogeissus tree).
Origins executives do not reveal sales figures, but industry sources estimate that the product could generate $25 million in first-year retail sales globally.