8 Min Read |
The UK government has recently been the first to announce that almost all Covid-19 restrictions will be lifted this month. And elsewhere in the world, life is opening up again — so the beauty industry is buckling up for another period of adjustment and innovation. The pandemic killed in-store sales and catapulted e-commerce into overdrive; and now, cautiously, people and brands will begin to return to physical spaces.
But things aren’t going to go back to normal right away. So retailers are considering potential work-arounds, and asking how they can entice consumers back into stores when health concerns remain high, and the convenience of e-commerce has been accepted as a part of daily life.
Pop-up stores have been a part of beauty culture for some time, used by brands as a way to take advantage of short-lived trends and seasonal peaks in demand. Before the pandemic, some…
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Updated December 2022
