Two new 3,230-square-foot beauty locations are opening in Oslo, and one New Zealand brand will be there, says editor Trudi Brewer, read on to learn more.
H&M Beauty is poised to unveil its first two beauty flagship destinations, one in Oslo, Norway, on May 4 at Karl Johans gate 14 and the other on May 25, in Oslo City mall. Each location measures around 3,230 square feet, so have about two times more floorspace than the current H&M Beauty departments. Read on to learn more.
H&M beauty is thinking big with two new beauty destinations in one of our favourite Scandi countries, Norway. “The new concept stores are really like the launch of H&M Beauty,” said Cathrine Wigzell, general manager of H&M Beauty. The existing H&M stores are billed to give an elevated experience, replete with H&M-branded beauty products, Scandinavian beauty labels and some brands exclusive to Norway, including Huda Beauty, and more than 80 external beauty brands, including New Zealand hair brand Monday. “About three years ago, the company decided to focus on beauty by building a stand-alone organization,” said Wigzell. Industry experts were brought in as the team was being built. In January, the company introduced a new brand identity to infuse the recent retail locations. “It’s really about building the credibility within beauty, making sure that we have an elevated look and feel in everything that we do,” said Wigzell, adding that spans elements from new logotype to copy. “All the aesthetics are being reworked.” H&M’s in-house team of designers and architects conceived the concept together. “We have been really inspired by the cocktail bar aesthetic and spa environment,” said Wigzell. The spa environment is more about me-time that’s tranquil and constructed with long-lasting materials, such as hammered metals, glass and light wood. The cocktail bar-like area is where shoppers can hang out and interact with friends. Here, merchandising units have curved tubes, and vibrant colours; there is Plexiglas and mirrors. “We work with local artists when we develop the stores,” continued Wigzell. For Oslo, H&M signed on the visual artist and painter Kristin Romberg, who has developed exclusive pieces. Both Oslo beauty locations are part of the H&M stores’ main entrances and boast direct access from high streets through a door, plus streetside windows. “Inside, we have our own space, where you can feel that it’s a different space, that it’s a beauty space, but it’s integrated with the fashion side as well,” said Wigzell. The overarching goal is for people to be able to shop their entire look at H&M.
The retailer has reviewed its full private-label assortment to ensure it aligns with the new brand identity. That collection includes all product categories but skews heavily toward makeup. “It’s so tightly connected to fashion,” said Wigzell of colour cosmetics. “It is a really natural category for us to sell.” Among the beauty brands being launched in the two Oslo locations, exclusive to Norway besides Huda Beauty, are Kayali and Wishful. New to H&M Beauty overall are Anastasia Beverly Hills, Smashbox, KVD, Origins, Patchology, Bybi, Monday Haircare, Escada and Juicy Couture, among many others. “I would say that we are moving up in the triangle compared to our current concepts,” said Wigzell. The H&M Beauty product mix is being considered on a market-by-market basis. Some Scandinavian brands it will offer in Oslo include Emma S, Xlash, Ida Warg and Glöd. Local adaption of brands is important. “We can see that those local brands really resonate with the customers,” said Wigzell. “That’s something we want to bring.” Half of H&M Beauty’s customers are younger than 35, and 50 per cent of its new customers are Gen Z.
Beauty News courtesy of WWD
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