The design of this makeup store has directly refreshed my perception of the display in beauty stores. Especially the combination of open shelves and custom counters in the store is completely different from the previous extreme approach of "either fully open or fully enclosed". Instead, it has firmly grasped the advantages of both methods. Nowadays, for beauty stores, how to choose open shelves and custom counters that are both good-looking and practical? Let me explain this store to you and you'll understand.
Open shelves: Remove the "sense of distance" directly
As soon as I entered the door, I was caught by the set of open wall cabinets with rose gold frames on the left, which were the row marked "SKIN" and "FRAGRANCE" in the store. These shelves do not have glass doors. The height of each layer has been adjusted according to the size of the products. The higher parts are for large bottles of body lotion, while the lower parts are for essence and face cream. Even samples have dedicated compartments, which look very comfortable.
- Close contact
The greatest advantage of this open design is that it brings people closer together. In the past, beauty stores stored all kinds of products in glass cabinets. If customers wanted to try on a shade, they had to ask the staff to keep the door open for half a day. After trying, they wouldn't want to go shopping anymore. But in this store, the lipsticks and eyeshadow palettes on the shelves are all placed directly on the countertop. Customers can pick them up and try them at any time, without any sense of distance as if they were "separated by glass". I was standing in the skincare section at that time. I casually picked up a bottle of toner to check its ingredients. The salesperson beside me didn't follow and keep an eye on it. Instead, they were sorting out the inventory not far away. This sense of relaxation was really unbearable.
- Double-sided display
Apart from the wall cabinets on the wall, there are several sets of double-sided shelves in the middle of the store. One side displays perfume samples, and the other side displays personal care products. You can browse from both sides, which immediately enlivenes the flow of people. Unlike the single-sided shelves in the past, which always felt confusing when browsing, Even more coincidentally, the load-bearing columns in the store were not wasted either. They were directly transformed into an open display area. One side was pasted with a wall of colorful color cards, and the other side was equipped with metal mesh baskets for personal care products. What was originally an unsightly column was directly turned into a photo spot in the store without taking up any extra space. This move is truly amazing.
- Needs to be cleaned frequently
However, open shelves are not perfect. When I was browsing, I found that the powder and eyeshadow placed on the open shelves had a bit of dust on the surface. The salesperson said that they needed to be wiped off every day, otherwise it would greatly affect the appearance. Moreover, expensive essences or products that are prone to oxidation are not suitable for being placed on open shelves as they are likely to be damaged or oxidized. Therefore, this type of shelf is more suitable for placing products with dirt-resistant packaging and high trial rates, such as lipstick and perfume samples, or products with individual packaging boxes. For expensive powder compactions, it is better to put them in a custom counter, which is both dust-proof and safe.
- Indispensable lighting
There's also the lighting. The lighting for open shelves is really important. The shelves in this store are equipped with slanting track lights at an Angle that precisely hits the products. There will be no reflection and they won't shine into the customers' eyes. The industrial-style track on the ceiling is equipped with a row of spotlights, illuminating the entire shelf brightly. The warm white light shines on the bottles of skin care products, instantly enhancing the texture. Light boxes are also installed on the pillars, printed with model pictures and brand advertisements. This not only brightens the pillars but also serves as publicity, achieving two goals at once.
Customized Counter: The "Invisible Hero" That Sustains the Store's Tone
What caught my eye the most was the S-shaped curved counter not far from the entrance, which also served as the reception and experience counter in the store. The lower part of the counter is tiled with small light pink square bricks, and the countertop is white, with an arc just around the middle column. This not only makes use of the dead corner but also leaves room for interaction among customers. At that time, I deliberately stood in front of the counter to try on the lipstick. The height was just right at my waist, so I didn't need to bend over or stand on tiptoe. The curvature of the counter was just facing the customer, unlike those straight counters that made me feel tired after standing for a long time. Three touch screens are installed on the countertop, allowing customers to check color codes and skin types here. There are also drawers and storage cabinets hidden inside the counter for holding trial samples and tools, which take up no countertop space at all. Staff members don't have to rummage through things when looking for items.
- Customized makeup counter
The custom counter in the makeup section is even more detailed. The front of the counter is a tilted display stand, with lipstick and eyeshadow palettes placed inside, right in line with the customer's line of sight. Even if you stand in front of the counter, you can see all the shades at a glance and won't be blocked by the front. A pink background light box was installed above the counter, printed with beauty illustrations. When the light came down, the color reproduction of the makeup was particularly high. I tried a bright red one and compared it with the one I brought myself. There was almost no color difference. Before, in other stores, the colors I tried were much different from the actual ones, and it was all due to the lighting. Under the counter, there are locked lockers for storing inventory and valuable cosmetics. They are safe and tidy, unlike open shelves where products are haphazardly placed.
- Customized makeup try-on table
There is also a special skin care test bench in the makeup store, which is custom-made. A golden faucet is installed on the countertop, where customers can try out facial cleansing and makeup removal. The sink on the countertop is hidden. When covered, it becomes a flat countertop. When in use, it can be opened, which is both practical and does not damage the overall design. Under the counter, there are also lockers with disposable face towels, makeup remover water and so on. It's very convenient for the staff to take them. There is also an island counter in the middle, where some popular skincare sets are placed. The material and overall style of the counter are consistent. The light wood-colored countertop, paired with pink tiles, contrasts with the surrounding open shelves, immediately separating the experience area from the shopping area.
- Customization advantages
The greatest advantage of custom counters is that they can be designed according to the store's circulation and dead corners, maximizing the utilization of space. For instance, that curved counter takes advantage of the dead corner beside the column and is made into an S shape. This not only solves the problem of space waste but also leaves room for interaction among customers. Moreover, the custom counter is highly functional and can store a lot of storage space, solving the problem of a large number of products and disordered trial packs in beauty stores. When I was working on projects for clients before, many store owners complained that there was no place to put trial packs and tools in their stores, and the counters were in a mess. In fact, it was because they didn't consider the storage design. Like the counters in this store, almost every one of them has hidden lockers. Some are divided into compartments, and some are locked. They look clean from the outside, but inside they can hold everything.
It's not an either-or choice! The combination of the two is the key to traffic
Open shelves and custom counters have never been in opposition. On the contrary, when combined, they can create a beauty store that is both enjoyable to browse and practical to use. For instance, in the skincare section of the store, most of the products are placed in open wall cabinets, which is convenient for customers to take and try. The expensive essences and sets are placed in custom-made glass counters, which are locked and dust-proof. The test benches and reception desks in the experience area, with custom-made counters, enhance the sense of service. The double-sided shelves in the middle, with one side displaying perfume samples with high trial rates and the other side holding personal care products, complement the custom-made makeup counter.
- High-frequency trial area: For instance, samples of lipstick, eye shadow and perfume, etc., use open shelves to bring customers closer together and allow them to freely choose.
- High average transaction value/service-oriented areas: such as skin care sets, expensive base makeup, as well as reception desks and test benches, etc. By using custom counters, the quality and service experience can be enhanced.
- Blind spots: For instance, columns and corners. Use custom-made curved counters or open display stands to turn blind spots into highlights.
Lighting is also the key to the combination of the two. The slanting lights above the open shelves solve the problems of reflection and shadow. The warm white chandelier above the custom counter restores the true color of the product. The light box on the pillar not only brightens the display area but also serves as a brand promotion. The track lights on the ceiling illuminate the entire store brightly, and the industrial-style ceiling does not feel oppressive. I spent nearly an hour in the store and didn't feel tired at all. The layout was so comfortable. I could freely browse the open shelves and also slowly try out products at the custom counter. I didn't feel depressed or confused at all.
5 practical suggestions
- Zoning planning is the core: First, categorize the products in the store. Open shelves should be used for products with high trial frequencies and low unit prices, while custom counters should be used for products with high unit prices, prone to oxidation, and requiring services. Custom counters must be used in the experience area because both functionality and circulation need to be taken into consideration.
- When customizing a counter, it is essential to consider storage: make more drawers, hidden storage cabinets, and lock-equipped cabinets. Otherwise, there will be no place to put trial supplies, tools, and inventory, and the store will be in a mess.
- The lighting must follow the products: The spotlights on open shelves should avoid reflection, and for custom counters, warm white light with high fidelity should be chosen instead of cold white light. Otherwise, the color of the products will be off, and customers will not come back if they make a mistake when trying the color.
- Turn blind spots into highlights: Don't waste on areas like pillars and corners. Use custom-made curved counters or open display stands. For instance, the color card wall of the pillars in this store, which was originally an unsightly pillar, has been directly transformed into a photo spot. It also solves the problem of customers choosing colors, achieving two goals at once.
- Don't blindly follow the trend: Not all stores are suitable for full openness or full customization. Pop-up stores may be more cost-effective with open shelves, while high-end beauty stores may use more custom counters. It still depends on your own positioning and budget.
