GHD: An Introduction to Sephora
GHD: An Introduction to Sephora
An invitation to be truly engaged
Earning a cult-like status back in 2001, ghd have continuously gained traction in the world of haircare for over 20 years.
While the longevity of the brand is firmly imprinted in our minds, the opportunity to engage, educate and inspire consumers is still very much available.
Our latest project for ghd introduced the brand to Sephora, launching the engaging lift and learn technology. We created a unit which would invite customers to engage with ghd products and understand how they could elevate their haircare routines.
The Art of Retailtainment
The modern beauty enthusiast demands more than a simple purchasing experience, they are seeking a form of retailtainment. As part of ghd’s retail brief for Sephora, the in-store experience was to focus on their lift and learn technology.
As specialists in haircare technology, ghd understood that the ability to trial products such as hairdryers or straighteners is difficult, creating a barrier for customers instore. This specifically developed interactive display was created with digital media content fully integrated, allowing for a streamlined experience. Customers could simply lift the product and the display would do the rest. In a similar vain to ghd ambassadors and stylists selling the products with their knowledge, this lift and learn technology becomes an educational guide, while also being highly engaging. Most importantly, the content is easily updatable throughout Europe, ensuring that the information is constantly relevant.
The key to ghd’s retailtainment in Sephora is the invitation to engage and to be inspired by the products through tactility and understanding.
Creating a Lift and Learn Experience
We developed ghd’s creative to work within the space constraints of Sephora, focusing on maximising the space for technology and product engagement. Our attention to detail ensured that the screens would remain bright in a well-lit environment, that the correct lift and learn content would always be triggered and that the cables would always be at the required length and strength for optimal trial experience.
The fully interactive display was created with materials to honour the ghd material palette, ensuring that the retail footprint would always be immediately recognisable as the iconic brand. Predominantly manufactured in MDF, it was laminated in brushed aluminium Arpa laminate and Black Fenix laminate; reinforced with powder-coated steel brackets to maximise strength. To maximise usability, steel vents were added to cool the screen, infrared acrylics augmented the sensory ranges, and a two-way mirror film was applied to the screen to transform it into a mirror.
Making an Impact
Every aspect of the design and manufacture was truly considered, creating a display which would not only honour the luxurious nature of ghd but create a statement in Sephora.
Thus far, the experience in Sephora has resulted in a sales uplift of 278% since January 2022.
Earning a cult-like status back in 2001, GHD have continuously gained traction in the world of haircare for over 20 years. While the longevity of the brand is firmly imprinted in our minds, the opportunity to engage, educate and inspire consumers is still very much available. Our latest project for GHD introduced the brand to Sephora, with a conscious sway towards the beauty sector in-store.
The modern beauty enthusiast demands more than a simple purchasing experience, they are seeking a form of retailtainment. As part of GHD’s retail brief for Sephora, the in-store experience was to focus on their lift and learn technology. This specifically developed interactive display was created with digital media content fully integrated, allowing for a streamlined experience. Customers could simply lift the product and the display would do the rest.
In a similar vain to GHD ambassadors and stylists selling the products with their knowledge, this lift and learn technology becomes an educational guide, while also being highly engaging. Most importantly, the content is easily updatable throughout Europe, ensuring that the information is constantly relevant.
the art of retailtainment
We developed GHD’s creative to work within the space constraints of Sephora, focusing on maximising the space for technology and product engagement. Our attention to detail ensured that the screens would remain bright in a well-lit environment, that the correct lift and learn content would always be triggered and that the cables would always be at the required length and strength for optimal trial experience.
making an impact
Predominantly manufactured in MDF, the display was laminated in brushed aluminium Arpa laminate and Black Fenix laminate; reinforced with powder-coated steel brackets to maximise strength. To maximise usability, steel vents were added to cool the screen, infared acrylics augmented the sensory ranges and a two-way mirror film was applied to the screen to transform it into a mirror.
Every aspect of the design and manufacture was truly considered, creating a display which would make a impressive statement. The experience in Sephora has resulted in a sales uplift of 278% since January 2022.
GOOD HAIR DAYS
THIS WAY
EXPERTISE & ATTENTION TO DETAIL
Deciem stores have a very specific look, victorian apothecary meets industrial loft living – exposed walls, lots of metal industrial fittings and fixtures and white porcelain subway tiles behind the cash desk. The architects’ brief simply dictates a white tiled wall, it seems straightforward but the devil is in the detail – small things make a big difference.
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