bite beauty lip lab

© ALL R IGHTS RESERVED 2013

BITE BEAUTY LIP LAB

JULY 2013

174 PRINCE STREET, NEW YORK, NY

Bite Beauty (a brand of lipstick only sold in Sephora) has launched its first bricks and mortar store where shoppers can fully customize their own lipstick, on the spot. A good example of how a brand can create a unique retail experience to spread its message.

WHY TO SEE IT

2 © ALL RIGHTS RESERVED 2013

BITE BEAUTY LIP LAB

BITE BEAUTY LIP LAB | JULY 2013

The store is small. No more than 200 square feet. Located in NYC’s popular shopping district, SOHO.

At the entrance the shoppers’ attention immediately goes to the stainless steel counter and supplies which are used to make lipstick.

3 © ALL RIGHTS RESERVED 2013

BITE BEAUTY LIP LAB

BITE BEAUTY LIP LAB | JULY 2013

Staff assist you in creating the perfect shade by selecting from 25 colors, and then adding a fragrance (choose from 4).

4 © ALL RIGHTS RESERVED 2013

BITE BEAUTY LIP LAB

BITE BEAUTY LIP LAB | JULY 2013

A small sampling station encourages testing.

For those who want to grab and go, there is a shelf with pre-made lipstick. Signage calls out that the lipstick is natural.

5 © ALL RIGHTS RESERVED 2013

WHAT WORKS:

»  Customization attracts Millennials because they like creating their own. In fact, during our visit, a group of Millennial girls were creating their own lipsticks.

»  It’s experiential and creates a reason for shoppers to come to the store versus purchasing online (or elsewhere).

»  It’s in line with the trend towards customizing products. First we saw customizable nail polish in Harvey Nichols, and now lipstick. How soon will it be until this spreads to other every day products and into the mass channel?

WHAT DOESN’T WORK:

»  It could be an intimidating experience for shoppers who prefer to shop on their own, without hands-on help. Could the customization process be available on a kiosk for those who prefer self-serve?

»  $28 for a customized lipstick is a hefty price tag. (Compare that to designer lipsticks like Chanel and Dior that sell for $32.) Shoppers may ask “is my own custom shade worth that price?”.

BITE BEAUTY LIP LAB

BITE BEAUTY LIP LAB | JULY 2013

Aside from this store, Bite Beauty is sold exclusively in Sephora.

307 SEVENTH AVENUE SUITE 1707

NEW YORK NY 10001

T 212.924.7780 | F 212.924.7608 | E INFO@WSLSTRATEGICRETAIL.COM

CONTACT ELIZABETH NEAGLE @ ENEAGLE@WSLSTRATEGICRETAIL.COM FOR QUESTIONS OR ADDITIONAL INFORMATION ABOUT THIS RESEARCH

© WSL MARKETING INC. ALL RIGHTS RESERVED 2013 @ WSLStrategic @ WSLStrategicRetail