Turning discovery into brand preference
At Sephora, Erborian uses the Skincare Bar to connect skincare discovery with purchase decisions. The brand makes its Korean skincare expertise accessible through conversations and demonstrations, with a particular focus on its Skin Therapy range. Designed to visibly improve skin quality, the range combines complementary active ingredients to address several skincare concerns, from radiance and hydration to the appearance of blemishes.
For shoppers, the key is to understand the benefits of each product and how it fits into a personalised beauty routine. Advice comes when visitors are comparing products and looking for the right match. From exploring textures to learning application techniques, demonstrations help shoppers discover the benefits of Skin Therapy and better understand how to use the products in their daily routine.
A Skincare Bar brought to life by Beauty Advisors
GLOBE GROUPE deploys beauty advisors trained in the Erborian brand and its skincare range. Their training covers brand identity, ingredients and how to use the products. This product knowledge equips the teams to explain the differences between products and answer visitors’ questions.
These brand ambassadors tailor their recommendations to shoppers’ habits and preferences. Personalised advice is at the heart of the skincare bar experience. Each product is presented within a routine, with explanations of its role and how to use it. Shoppers can picture themselves using the recommended product and better understand its benefits. For the brand, this approach gives in-store expertise a clear commercial purpose. It supports purchase decisions by connecting product features with each visitor’s expectations.
From discovering skincare routines to making a purchase
At the Skincare Bar, conversations continue as visitors explore textures and learn application techniques. The Skin Therapy range illustrates this educational approach through its night serums and eye cream. Brand ambassadors explain the differences between the serum with a milky texture and the oil-serum. The choice between a lighter or richer texture provides a practical point of comparison, guided by each visitor’s preferences.
The advice also explains how to incorporate these products into a routine and when to use them. This helps shoppers understand how each product fits into their everyday skincare habits. Visitors gain the knowledge to compare products and understand how to use them after leaving the store. For Erborian, the aim is to turn this guided discovery into a purchase decision. Relevant recommendations connect the shopper experience with the commercial goal of conversion.
Through this immersive, educational experience, Erborian turns curiosity into tangible interest in its skincare products. The activation aims to strengthen brand preference, showcase Erborian’s skincare expertise and guide shoppers from discovery through to purchase.
