Walmart Trialing Touchscreen Beauty Kiosks
As Walmart gives more attention to the beauty category, the retailer is testing a digital beauty experience in “store number one” on South Walton Boulevard in Rogers, AR.
In the location's upgraded “Beauty & Skincare” department, two endcaps have been modified with touchscreen displays flanked by multi-product glorifiers topping each aisle side of a three-sided, half-height merchandising unit. One endcap spotlights cosmetics for trends such as bold lips and sculpted brows while the other corrals “best sellers” across many categories including makeup brushes, foundation, eye shadow and concealer.
Shoppers can browse the products by the trends and categories via the touchscreens, which offer additional product information as well as video tutorials. The products are also organized by the same categories on the endcap display. L’Oreal’s eponymous brand and Maybelline, Coty’s Sally Hansen and CoverGirl, Hard Candy, Flower, Johnson & Johnson’s Neutrogena, Revlon and e.l.f. are among the participants.
P2PI members can view more images from the updated Beauty & Skincare department in the Image Vault, including branded digital experiences such as Garnier's augmented reality hair color shade selector and the Maybelline Now mobile beauty advisor.
Among other recent moves in the beauty category, the retailer last month launched an inclusive “Here for Every Beauty” social marketing campaign to underscore its wide range of products, including premium brands. An image-filled walmart.com landing page for the effort offers links to products organized by groups such as “best sellers,” “summer beauty,” “every type of hair,” “summer weddings,” “every age,” as well as exclusive items from the “latest collaborations with beauty’s biggest brands” including Bobbi Brown’s Evolution_18, e.l.f. Cosmetics’ ELF+, Salon Perfect and Bonjour Beautiful.
Visitors can view a video starring beauty influencers such as Maria Gloria and Kendall JD. The retailer hosts additional videos from the individual influencers highlighting specific products on its YouTube channel. The influencers’ must-haves are also corralled on respective e-commerce pages.
Additional social media activity — both sponsored by and from the retailer — supports.