Aritaum

‘My Beauty Atelier’

Business Challenge

The Korean beauty market is on the rise and competition is growing rapidly.

We needed to make sure we are setting a benchmark in Korean beauty retail, stay relevant to our customers and stand out among our competitors.

My Role

Leading and guiding insight generation from cultural immersion in Korea, to client workshops around the purpose and ambitions for the brand. Sector and our-of sector best practise and consumer profiling.

Leading the project from a strategic point of view, establishing ambition and vision for the experience (incl. experience principles and design principles) and making sure the delivered outcome is true to brand and proposed vision.

Working in collaboration with the Design team to insure the visual outcome and identity design is in line with the strategy.

Summary

With the new My Beauty Atelier concept, we've created the ultimate beauty destination for Aritaum. Opened in October 2017, the 90sqm store is a playground for inspiration and guidance that empowers customers to become their own makeup artists with editorial displays offering ‘top 5', ‘best sellers’ and ‘new crushes’, along with ‘how-to’ guides.

The store’s raw, glamorous Manhattan-inspired tone reminds of and artists atelier and ensures an edgier and more sophisticated brand aesthetic.