Korean cosmetics have recently seen a growth in popularity. As a beauty junky, I was thrilled when the Korean cosmetics brand The Face Shop opened a location in West Edmonton Mall in 2014.
Background
The Face Shop emphasizes the use of natural ingredients. Products include various skin care, makeup, and hair products; there are even men’s collections! As stated on their North American website, The Face Shop “is a beauty destination offering affordable prices on high quality products.”
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| An assortment of The Face Shop products |
The Face Shop’s first location was launched in December 2003 in Seoul, South Korea. Within a year, it had entered other Asian countries. By May of 2006, The Face Shop had opened its first North American location and possessed over 100 overseas locations. Jumping ahead to April 2012, The Face Shop had expanded to 930 stores in 21 countries. In April of 2014, The Face Shop had reached 2,300 stores in 29 countries worldwide.
Atmosphere
One way The Face Shop emphasizes their brand image is through atmosphere. The stores use bright lights and very earthy, clean colours to highlight “natural” beauty. Signage is minimal, with banners in the front windows and posters of models portraying the “natural” look. Products are categorically organized, making them easy to browse. However, they are arranged so pristinely I feel I am disturbing their shelves by touching them. While there is a large selection, the WEM location often experiences stock-outs that can last months, causing frustration for loyal customers. I have been unable to repurchase several of my favourite products for months; however, I always return to see if it has been re-stocked.
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| The Face Shop in West Edmonton Mall |
The Face Shop also effectively utilizes the concept of a transition zone. Most customers turn right when walking through transition zones. The Face Shop keeps their pricier, high-end products on the right! Also, customers are greeted immediately. Personally, I have experienced a 100% interception rate by employees. However, employees often follow-up too frequently, I find browsing stressful and the staff pushy. Despite this, they offer great product knowledge and someone is always available to help.
Celebrity Endorsement
The WEM location has used endorsement campaigns from various Korean celebrities such as singer Suzy Bae and actor Soohyun Kim. It has utilized cardboard cut-outs of both Korean icons. My friends and I – avid fans of Korean pop-culture – have gone to the store simply to take pictures with the cut-outs! We heard of The Face Shop because of these campaigns. Originally our loyalty was with the celebrities, but after trying the products our loyalty expanded to the brand itself.
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| Suzy Bae (left), Soohyun Kim (right) |
The store also plays Korean pop music; my friends and I have stayed in the store longer just to hear our favorite songs. The longer we are in the store, the more often we make a random purchase because we usually go in as unplanned shoppers. Since The Face Shop’s opening, I have never left without buying something.
While the use of Korean pop-culture may draw in a specific segment of people who enjoy this subculture, it may act as a deterrent to those who feel they do not meet the brand’s target demographic.
Value
For many retailers, value does not equal price. Compared to other stores, The Face Shop offers high-quality products at all prices. I am willing to spend more on higher-end products since I am confident in their value. It is impossible to ignore the fact that The Face Shop offers great products at an affordable price.
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