November 27, 2020

Story Does First ‘Beauty’ Story

Concept store Story might be the first retail space to sell Cover Girl, Sally Hansen, Byredo and Diptyque under the same roof.
“We’re not organizing by price point, demographic or category but how people live. It’s about how can we mirror consumer behavior in a digital world in a physical world. To me, what’s exciting isn’t the single item or single experience; it’s the interconnectedness of all of it,” Story founder Rachel Shechtman said of her space’s 35th installation and first “Beauty Story,” a partnership with Coty Inc. that runs through Oct. 15.
Shechtman likened her retail media business model to that of a magazine, which instead of containing articles, editorials and advertising pages is supported by merchandising, curation and events, where sponsors command prime real estate for the duration of the installation. A typical sponsorship at Story costs $500,000 and holiday concepts cost $1 million, according to Shechtman, who works with small businesses to companies such as PepsiCo.
Beauty Story is comprised of four parts, including a series of Coty-centric experiences pegged to four of the company’s mass market brands — Cover Girl, Rimmel London, Sally Hansen and Clairol, as well as a Coty augmented reality mirror powered by YouCam. This will live

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