LUSH's New Collection FACE+TOPIA
Self-Devised Project (Graduation Project)
Overview:
This project explores the growing trend of hyper-personalization in the beauty industry, with a focus on K-beauty and its integration into UK retail spaces. It emphasizes the importance of creating customized beauty experiences tailored to individual consumer preferences, leveraging retail spaces as immersive, interactive environments that engage customers on a deeper level. The project examines the synergy between K-beauty’s technological advancements and British beauty brands to deliver personalized services and products, enhancing the overall customer experience.
Key Concepts:
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Hyper-Personalization: Tailored beauty services driven by consumer data and preferences, integrating digital platforms and advanced technologies like virtual try-on experiences.
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Retail Entertainment: A marketing strategy that combines entertainment elements with traditional retail, creating dynamic spaces where consumers can engage with products in an enjoyable, memorable way.
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K-Beauty Influence: K-beauty’s role in shaping personalized beauty trends, particularly through innovations like AI-driven skincare solutions, and how British brands can adapt these methods to connect with Korean consumers in the UK.
Project Features:
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Collaborative Campaigns: A partnership between Lush and K-beauty, "Face+Topia," which highlights inclusivity and sustainability. The project emphasizes breaking traditional beauty standards and fostering connections beyond cultural or gender boundaries.
Outcome:
The project concludes with the successful implementation of retail entertainment strategies in the UK, improving consumer engagement and establishing a stronger connection between British brands and Korean consumers. The collaboration between Lush and K-beauty created a forward-thinking beauty experience that resonated with a diverse audience, highlighting the future of personalized beauty.
Big Idea
UNLOCKING HYPER-PERSONALIZATION THROUGH SPACE MARKETING AS A PLAYGROUND FOR BRANDS AND CORPORATIONS
Project Concept
The core concept is driven by the futuristic themes present in K-beauty and a naturalistic marketing approach. Inspired by the work of Park Eunhu, a prominent Korean architect and interior designer, particularly his piece ‘Second Skin,’ the aim is to blend organic elements of the human body with structural grids to explore the relationship between
the body and physical space (Eunhu Choi, 2022).Taking cues from this inspiration, the idea of ‘Face+Topia’ is developed, focusing primarily on the face. In line with the notion of creating an idealized imaginative world, the concept revolves around the centrality of the facial features, drawing from futuristic and nature-inspired themes typical of
K-beauty. This initiative seeks to transcend traditional beauty standards, creating a space where people can connect regardless of cultural, racial, or gender differences.
KEY WORDS: Connection, Diversity, Embrace, Face, Futuristic Immersive, Naturalism, Utopia
OUTCOME
My final dissertation project was inspired by the rising trend of K-beauty retailtainment, starting from the inadequacies of personalization in the era of hyper-personalization within the UK beauty retail sector, aiming to fulfill consumer needs.
My Final Outcome New Collection Popup Store Event : LUSH x Face Topia Collaboration with Architecture
”Face+topia“ is a term derived from ”Face,“ representing the face, and ”Utopia,“ signifying an ideal place, drawing inspiration from an idealized imaginative world. “Face+topia“ reconstructs a plausible idealized realm, breaking down the boundaries of beauty and serving as a space that connects individuals regardless of culture, race, or gender. The new collaboration collection between K-Beauty and Lush, ”Face+topia,“ is a product line inspired by a future-oriented nature, emphasizing the innovative values of Lush and K-Beauty, capturing the attention of future consumers.
FACE+TOPIA Graduation Exhibition – May 27, 2024
I had the opportunity to showcase my graduation project, FACE+TOPIA, which was selected as the main project of our department. The exhibition highlighted my exploration of hyper-personalization in beauty retail, focusing on the integration of K-beauty with British beauty brands. Through this project, I aimed to demonstrate how personalized and inclusive beauty experiences can reshape the future of retail.
Additionally, I personally created the visual report for my graduation project, which I custom-produced as a magazine along with a box design and posters. This experience allowed me to apply my design skills and bring my project to life in a tangible, professional format.
I am proud to mention that I graduated with 1st class honours, recognizing the hard work and creativity I invested in bringing this project to life.