Walking into Bodycare’s Derby store just days before its official opening, I am struck by how light, bright, and modern the retail space is.
Gone are the high-stacked shelves and warehouse-style displays of the UK value beauty chain familiar from before it went into administration last year – or what Charles Denton, the new CEO of the resurrected retailer, describes as the “stack it high and sell it cheap” approach.
Instead, the layout takes shoppers on a journey of discovery around the store.
Upon entering, I am greeted by an appealing display neatly lined up, featuring K-beauty’s most viral sheet masks from the likes of Biodance, Mixsoon and Medicube, a range of Sol de Janeiro dupes, and a selection of Arkive by Adam Reed hair care.
This is Bodycare, but not as you know it.
Bodycare becomes a ‘discovery platform’
“The whole concept is that you get your everyday beauty essentials here, as you always did [at] great value – the products you know, the prices you love. But at the same time, we want it to be more of a discovery platform,” Denton says.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.
