US – Riley Rose, the new beauty concept store from Linda and Esther Chang – the daughters of Forever 21’s founders – combines a physical shop with the power of digital to offer products chosen by the consumer. The store will stock about 200 brands, including around 80 from the beauty sector, as well as home décor and accessories.
Products will be on rotation based on their popularity, lending the store an element of discovery and peer-to-peer recommendations offered by Instagram. ‘We felt there was a [gap] in the market for a beauty and lifestyle brand that really catered for our generation, the Millennials as well as Generation Z,’ Linda told Racked.
For more on how brands can appeal to digitally minded beauty consumers, see our Teen Beauty Market report.