Second, the new exploration of cosmeceutical retail

With China becoming the second largest consumer market in the world, the growth momentum of the cosmetics industry is also very rapid, and the continuous influx of entrants has caused the US industry to fall into "involution". Beauty shops have emerged in this beautiful environment and become a "new retail species" in the industry.

Recently, C2CC Media came to Changsha Wuyi Business Circle Center and punched in the beauty collection store-full minus two (hereinafter referred to as minus two), revealing the operation logic, store tonality and brand culture behind it.

Second, the new retail space of cosmeceuticals

The natural concrete wall and the gray-toned metal steel tube frame outline a monochromatic space full of industrial texture, which brings strong visual impact in this bustling central street. The conspicuous discount shelves of the special event of Fuerjia Mask in the store seem to have indicated the unique "attribute" of the store's cosmeceuticals.

The first floor of the store is a negative design retail area. Iron wind test display cabinets are all over the store space. In the shape of a "test bed", Zhongdaotai occupies the golden position C, and all kinds of samples from international famous brand products, cosmeceuticals and efficacy products are neatly arranged on the cabinet, all of which are formal dress specifications without exception.

Under the same industrial layout, deeper user interaction is hidden on the second floor, which is called "negative gene nursing room".

In the huge second floor space, there are various cinemas and minority products on the platform and showcase of Nakajima, and the skin examination area and nursing area are particularly eye-catching. On the basis of free experience and consultation, consumers can choose professional AI skin examination, and professional and dynamic skin diagnosis data can be used as the basis for consumers to choose products, and can also be combined with store cosmeceuticals to do corresponding skin management, which is a "backyard" service.

Nursing beds in Zhang Shuiping occupy most of the space. Skin care equipment is placed on the edge of the bed, and some home beauty instruments such as cosmeceutical products, hair removal instruments and beauty instruments are displayed on the wall. Second, the concise and professional nursing space is presented.

According to Dai Chuang, chief operating officer of the new retail business of negative second medicine cosmetics, acne muscles, sensitive muscles and dull muscles are common skin care needs. In view of the diversified skin conditions of consumers, Negative 2 has formulated the "three out of five" project of 198 yuan, that is, consumers can enjoy multiple nursing experiences such as small bubbles, acne muscle improvement and sensitive muscle improvement only by paying 198 yuan.

Among them, brush acid, as a hot spot in the beauty industry in recent two years, is also introducing the American brand Core Silk Cui, which uses the principle of peeling off the aged cuticle with fruit acid to solve the problems of acne muscle, dull skin and brightening, which conforms to the trend of skin care in brush acid. In the future, in view of the development of the nursing sector, Dai Chuang also revealed that the second generation of women and children will introduce light medical beauty projects such as water light and photoelectricity on the basis of the current skin management projects, bringing new high profit points to the store.

Three-dimensional consumption scene of cosmeceutical, nursing, negative one space and negative two

"New consumption and new economy reflect people's yearning for a better life. The ferocity of the new species in the beauty collection shop is the best portrayal, and so is the negative two.

So, how does negative two satisfy "people's yearning for a better life"?

When Dai Chuang led C2CC media to punch in, he clearly pointed out that "the brand of the whole store is centered on three dimensions: cosmeceutical, nursing and space." And cosmeceutical is the basis of negative two, and it is also the core operating point.

More and more people with mild skin problems are followed by the outbreak of diversified cosmeceutical products, which not only clarifies the origin of new retail of cosmeceuticals, but also more accurately targets the target population. "Help people with mild skin problems avoid the psychological pressure of hospitals and the ignorance of skin problems caused by excessive skin care and life pressure." This is the negative logic of the beauty collection store which is suitable for the new format under the background of changing times and changing consumer demand.

According to reports, in order to thoroughly implement the positioning of "cosmeceuticals", Yiner has selected 99+ skin care brands and 300+ targeted skin care products from around the world, among which cosmeceuticals are the mainstream products of stores, and international brand-name products only account for about 10-20% of stores.

As far as mask equipment is concerned, Dai Chuang said confidently, "In Changsha, Fuer is one of the few shops with complete medical beauty masks, and all kinds of well-known medical beauty masks can be found in Fuer." Whether it is in-store drainage or product structure, it has opened a competitive advantage with other similar stores.

For the category of cosmetics, the sense of use, absorption and efficacy of thousands of people are the unique attributes inherent in beauty cosmetics. Naturally, experience has become a crucial point of consumer satisfaction.

In addition, Negative Two draws inspiration from the Oscar-nominated cartoon "Negative One Space", positioning the product structure of cosmeceuticals with industrial decoration design style, similar to the display platform of experimental tables and cabinets, creating a high-value beauty scene that conforms to young aesthetics-negative one space aesthetics, giving consumers an immersive experience, thus forming a drainage fission.

For the current consumer groups, beauty is not a product that blindly pursues brand prestige or low price, but an important form of self-satisfaction. Negative two, from the previous shopping experience to the final appearance of skin efficacy, to meet the needs of consumers to please themselves to the greatest extent, and its purpose is to realize' people's yearning for a better life', so that stores can maintain a strong breaking force in the complex and ever-changing market environment.