Design showcase: Avon Cosmetics moves into physical stores

19th December 2014

Avon Cosmetics, known internationally for selling via representatives who visit customers at home, has opened its first physical store.

The store, in the Zlote Tarasy shopping centre in Warsaw, Poland, is called The Avon Studio. It has been designed by London-based agency Umbrella to deliver a ‘beauty playground’ that lets customers immerse themselves in Avon’s entire range.

The store seeks to blend Avon’s trademark selling experience with modern interactive retail features.

Textured wood, tile and carpet flooring materials, combined with textured ceilings and ambient and directional lighting, give each product category a unique look and feel. The different zones aim to give the feel of walking through somebody’s home.

The bestselling fragrance section is located at the back of the store to draw customers into the space, while a vivid display of colour cosmetics at the front of the store seeks to attract young customers who may be experiencing the brand for the first time,

A colour palette of white, magenta and black is used throughout the store, in broad strokes and in smaller flourishes, The mostly white furniture uses magenta edging to create a visual ‘pop’ and showcase products.

Black is used to highlight test and play areas, with make up and skin care bars available to give specialised advice. High gloss finishes combine with steel features to create a fresh and contemporary environment.

A storage system using diamond cubbies is used to store and display colour cosmetics, making restocking quick and easy while showing off the breadth of the product range. A ‘Wow wall’ is used to present offers and tell the story of the brand. Casual seating spaces let customers relax and consider their purchases.

“We wanted to challenge the preconceived ideas of what Avon beauty should look and feel like,” says Katarzyna Szczepanska, head of sales centres and business development for Avon Cosmetics. “This is budget beauty on a grand scale, showcasing Avon’s vast product selection in a beautiful environment that honours the discerning taste of our customer.”