Multi-beauty platform, Boddess opens its first flagship store in Gurugram which is equipped with technological tools for an interactive experience.
Beauty brands have moved into the digital world faster than any other industry over the past couple of years. In the wake of the lockdown, brands like Chanel, Dior Beauté, Gucci, and NARS have designed apps (or social media filters) that allow you to virtually try on makeup using augmented reality. Along with this trend, there has been an increase in purchases of beauty items on digital platforms. Amid this beauty digitization, there is a multi-brand beauty retailer, Boddess.com, which has opened its first flagship store in Gurugram. While the shift from digital to physical may seem regressive, it is in fact in step with the changing digital landscape.
Located in the Ambience Mall in Gurugram, the store spans 1,700 square feet with over 100 Indian and international skin care, makeup, hair and body care brands on board. The store is not just a display of a variety of brands available on the Boddess digital platform, but also a shopping experience powered by digital tools, augmented reality and virtual shopping. It really is a seamless integration of the digital and the physical. “We are excited to provide a one-of-a-kind beauty retail experience for our beauty enthusiasts with the opening of our first flagship store. From launching Boddess as a multi-beauty wellness platform in the digital space to its manifestation in the physical realm in year two has been an incredible journey, ”shares Ritika Sharma, Founder and CEO of Boddess (House of Beauty).
Boddess launches its first flagship store in Gurugram
On the counters you’ll find brands like Kora Organics by model Miranda Kerr, Korean luxury skincare brands like Sulwhasoo, Laneige, Innisfree, and natural skincare brands like Caudalie and Juice Beauty (both new to the Indian market). Finally, for makeup lovers, there are iconic brands like Anastasia Beverly Hills, Givenchy, Elizabeth Arden and Milani to name a few.
Boddess flagship store is a great model for incorporating augmented reality and virtual fitting that can revamp your shopping experience. “The experience-driven store is an amalgamation of technology, service and personalization and is fully equipped to answer beauty questions. State-of-the-art digital touchpoints provide consumers with a truly distinctive beauty retail experience, Sharma shares as she walks us through the various technological tools available in the Boddess store. “The interactive screens at the entrance to the store allow customers to access product information or place an order. The Magic Mirror, another cutting-edge facility, uses advanced machine learning and allows consumers to diagnose their skin through the non-contact virtual machine and receive a tailored skin care regimen. He also recommends products from very famous brands like Caudalie, Kora, The Body Shop, Juice Beauty, Laneige, Sulwhasoo & Innisfree. The mirror also transforms into a makeup trial where consumers can virtually try to cycle through a wide variety of foundations and lipsticks and find the perfect shade for them from brands like Anastasia Beverly Hills, Elizabeth Arden, Milani. , etc.
The store functions as a seamless and technologically interactive omnichannel shopping experience, ”says Sharma. Equipped with a ‘click and collect’ option where a customer can buy products from the website and pick them up from the store or vice versa.
Amidst digitization, personalization is the key to opening a flagship store for Bodess. With dedicated hair, nail and eyebrow counters, customers can not only shop, but also get personalized consultations and services inside the store. The nail bar offers nail extensions, nail art and various trendy services, while the hair bar is a spa within a store and has a dedicated area for hair washing, styling and massages. Anastasia Beverly Hills Brow Bar offers all the brow services needed to achieve your face-shaped brows that are unique to the cult brand. “The seamless integration of physical and digital touchpoints will deliver a compelling in-store experience that will benefit customers and bring us closer to them,” concludes Sharma.
So if you’re in the area or just a beauty enthusiast like us, visit the Boddess for a unique beauty shopping experience, and don’t forget to take a selfie against the wings of the Boddess.
All images: Courtesy of Boddess.com.