Cosmetica is a brand operating across Turkiye in the retail sector for cosmetics and personal care products, appealing to a broad customer base. While its primary demographic is female consumers, it also offers products aimed at different demographic groups such as men and younger individuals. In this highly competitive sector, we were tasked with the restructuring of Cosmetica’s stores, with the aim of achieving a modern and user-friendly shopping experience through its in-store design and customer service.
We commenced our concept work based on our identified target audience of young people and the brand’s plan for nationwide expansion through branches. Explorations were undertaken to reshape Cosmetica’s existing positioning, contributing to its transformation into a lifestyle brand that appeals to young consumers. The objective was to redefine Cosmetica with a youthful, energetic, fun, and creative identity. Recognising the need to take an innovative step targeting young people, the consumer segment of the future, we focused on an approach that would be both aligned with changing consumer dynamics and provide a sustainable growth strategy in the long term. In this context, we centred on a pop art-inspired identity, creating a concept that fosters an energetic and inspiring atmosphere, aiming to provide customers with a unique shopping experience.
Our key determinations regarding the young profile we are targeting:
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Young people, influenced by social media and the digital world, prioritise visual appeal and trends in their purchasing preferences. Cosmetica’s new store design with its pop art aesthetic directly appeals to this visually and entertainment-focused world.
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Operating in a highly competitive sector, Cosmetica needs to differentiate itself and take a step ahead. A youth-focused brand identity will both create a new niche and give the brand a dynamic appearance.
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Young consumers not only purchase a product but also want to embrace the lifestyle offered by the brand. Cosmetica can provide this lifestyle by appealing to both the visual aesthetics and the values of young people.
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A visually striking and shareable store environment for young people will enable the brand to gain more visibility on social media. Cosmetica, with its new, colourful, and striking structure that we have created, precisely meets this need.
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Young people want to see the in-store experience and interaction in the digital world combined. This new concept can make the brand appealing both in physical stores and on digital platforms.
In the store design, incorporating pop art that appeals to the aesthetic perceptions of young people, the bright colours used, iconic faces, and geometric patterns create an impression that is both nostalgic and contemporary. In the in-store decoration, we aimed to ensure the organic spread of the brand on digital platforms with impressive areas where young people would want to take photos and share them on social media.
With this new identity aimed at young people, Cosmetica can both rejuvenate its brand perception and achieve an innovative and distinct position in the sector. This strategy, to be supported by appropriate efforts during the brand anchoring process and prioritising visual appeal, provides a foundation that will attract the interest of young people both in-store and on digital platforms. Our expectation is that with a colourful, fun, and contemporary approach, Cosmetica will become one of the most preferred cosmetic brands among young people.
Armeda.