I don’t know about the majority of you, but I’m actually intimidated by cosmetics counters. Less so now than before, but when I walk up to a counter, and see a BA (beauty advisor) standing behind it, my guard goes up. I look at the array of products on offer and my spidey senses tingle at the BA standing just at the edge of my vision, waiting to pounce.
As you can imagine, buying products, for me, has been a bit of a stealth action. I hone up my information on what I want, go to the counter, rattle off the items I want, wait for it to be picked up, resist small talk and run off to pay for it at the counter, escaping with a sigh of relief.
Now tell me I’m not alone.
Well I’m glad that some brands are starting to realize how intimidating a whole bank of counters is to the consumer. We sometimes want to browse, but when we see the whole table of stuff, unlabelled as to what they’re for, we blank out. When we get a pushy BA who sticks to us like glue, and pushes A skincare and B serum and C lipstick if you just so much as glance at it, we run away.
Estee Lauder must have read my mind, because their new counter design at Isetan KLCC is done up to make consumers feel a little more welcomed. The dated deep blue and gold is now kept to a minimum, and the counter is done up to look and feel like a boutique where anyone can go and browse and be beautiful. Let me take you on a little tour of this new layout and tell you of some complimentary services available. Yes, complimentary = free! 😉