We know beauty has put in an exceptional retail performance this year and if further proof were needed, the North East’s Dalton Park outlet shopping destination has it with figures it has just released.
A Clinique beauty pop-up installation there across 7-12 October drove “exceptional performance across sales, sign-ups, and footfall”, no less.
The immersive activation, in partnership with The Cosmetics Company Store and situated in a prominent position within the centre, saw visitors enjoy complementary skincare consultations, product recommendations from Clinique’s experts, plus free gifts and exclusive offers.
In its six days, the pop up delivered over 1,800 consultations, saw 2,020 database sign-ups and drove a 282% uplift in sales of Clinique products.
It also contributed to an unprecedented 342% sales uplift overall for The Cosmetics Company Store, “positioning it as one of the top two best-performing sites nationally for the company”.
Also, with a 91% customer sign-up rate, the activation not only boosted immediate sales but also “significantly expanded the brand’s customer database for future engagement”.
And the good news doesn’t end there. The pop-up also doubled Dalton Park’s previous best-ever sales week for The Cosmetics Company Store, “surpassing the record originally set during the peak Christmas trading period in 2019”.
Meanwhile, the activation also had a halo effect on the wider outlet performance, seeing footfall rise to its highest all year (+15.8%). Oh, and the overall Health & Beauty category surged 116%, “underpinning the growing consumer demand and engagement within the sector”.
No wonder Nicky Lovell, head of Outlets and Retail Business Development at operator Global Mutual, gave this upbeat message: “These results are a testament to the power of experiential retail. The Clinique pop-up has not only driven outstanding sales but also reinvigorated customer excitement for the category – setting a new benchmark for future brand activations at Dalton Park.”
