Four cosmetic brands that are taking experiential shopping to new levels

Four cosmetic brands that are taking experiential shopping to new levels

The increasingly visual nature of our social interactions online, along with the renewed emphasis on self-care, has proven to be a boon for the beauty industry. Last September, the NPD Group reported that the Canadian beauty industry had grown by 9.4 per cent to $1.13-billion (YTD). As the consumer appetite for skincare, fragrance and cosmetics continues to grow, brands are finding creative ways to engage with their existing clients while hopefully attracting new ones. Increasingly, that's through brand-awareness initiatives at the retail level, as companies experiment with new in-store concepts to woo beauty junkies.

Flawless by Friday

This Toronto-based skincare brand is participating in Cadillac Fairview's concept pop-up CF Flower Market spaces. Running now until April 1 at CF locations across the country, the Flower Markets were inspired by open-air markets of Europe. It's the first time that Flawless by Friday is taking part in a temporary retail setup, and will be present at 14 locations across Canada including Montreal, Toronto, London, Ont., Markham, Ont., Ottawa, Winnipeg and Vancouver.