Mhe Retail Highlight. Innisfree new cosmetics retail concept in NYC
Amorepacific Group, korean natural cosmetics leader (sales over 4.500 million €) has recently opened a new retail format entering Usa Market. It is already present in Asia with over 1.600 stores it proposes an innovative and refreshing format of 150 sqm in Union Square NYC. An assortment of 900 options offers an strong specialisation on skin care and natural cosmetics with a very high degree of personalisation for each customer. Mask assortment with an entry price as low as 2 Usd provides and easy reach to the range elaborated (80% of it) with natural ingredients coming from the korean volcanic island Jeju. 
It has taken 17 years to Amorepacific, already present in USA with other brands of its portfolio, to jump into the USA with the new Innisfree store concept we have recently visited. At the same time they have started their online operations to offer a real omnichannel experience to their clients. Over 150 new products have been added to match and adapt to USA tastes and preferences.
The store design prioritise to communicate the main differentiator Innisfree value: 80% of their products have natural ingredients for Jeju volcanic Korean Island where the Group is implementing improvements to increase the sustainability of their activities in line with the environment.
The visual merchandising and packaging of the products facilitate that the cosmetics are used not only in the intimate bath/room of the clients but elsewhere with the practical help of the customer hand bag.
Customize a sheet mask. Observe how the store speaks to Innisfree’s commitment to sustainability.
The two-level store features a private mezzanine that houses make-up artist masterclasses, K-beauty skin care training, green living classes, and sheet mask, My Palette, and My Compact walls that allow shoppers to customize products based on their skin needs.
Mhe works for retail chains and brands optimizing formats in an Omnichannel environment
Loyalty programme rewards not only the purchase yuo make but also the number of packages you recycle.
A wide product sample module encourages the discovery and interaction with the product assortment.
Innisfree, with this new retail format, provides natural cosmetics sector an innovative, refreshing and easy to reach approach making a good use of interaction and personalisation with the client. It is not likely we will have to wait another 17 years till this Tiger jumps into the European continent.
More info: carlos.dominguez@mheconsumer.com
www.mheconsumer.com
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