Beauty Retail Lab first edition became a success

Barcelona, Novembre 21, 2019. Beauty Cluster Barcelona had organized the first exclusive retail meeting of the beauty sector. Where there attended 150 professionals from the sector interested in knowing about the present and future of the beauty retail, the international trends, the latest technologies and the necessary tools to be able to compete in the sale point.

Beauty Retail Lab is the first forum that provides a 360º and international vision about the technical evolution, consumer behavior, channels and other aspects that are trending. The event has had the presence of brands, retailers, solution specialists, experts and other key agents of retail knowledge in cosmetics and perfumery and other sectors from which good practices can be moved and advanced.

During the meeting, disruptives retail cases such as Pangea and examples of successful cases in beauty retail such as Rituals or Perfumería Júlia were treated. Both agreed about the importance of going beyond the sale itself, offering the consumer a unique experience to make them feel like home. The current consumer presents a more expert profile, that is, going to the store knows more about what he/she wants and how he/she wants it.

For that reason, in Josep Alboquers words – CEO de Perfumería Júlia ” the brand strategy must go throught commercial marketing”.

One of the topics in the session and that is at the order of the day was sustainability. Protecting, recovering and financing are the 3 keywords that summarize the talk of Mariano Lesser of Aktiva Design and the take home message to raise awareness among the attendees of the importance of earth if beauty retail sector wants to bet on “natural”.

The data importance and its strategic and ethical management for commercial aims has been one of the topics that has aroused more interest among the audience. How the use of new technologies can help us to understand better the buying behavior or how we can shorten, or even, eliminate the customer journey during the experience. As well as being able to customize, streamline and be more efficient at the point of sale.

Asistente interactuando en el mueble digital de BeAromic
The lectures have been complemented by an exhibition area with new digital solutions in retail, innovative ideas for the matetial design in the sale point or technologies for analyzing consumer behavior in retail.

At the end of the day, the cluster has called the attendees to the second edition of the event that will be held in November 2020 and will be co-hosted again with the participation of the 190 associated companies.