By Alicia Fiorletta, Senior Editor
I have to admit that it’s difficult for me to discuss Julep or its Founder and CEO Jane Park without gushing.
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Since learning more about the brand and its business principles during a phone interview with Park a few months ago, I’ve become hooked on Julep products and the company’s mission. I admire the fact that all nail polishes, cosmetics and skincare products are made with socially responsible ingredients, but what fascinates me is that all SKUs initially are tested and approved by Julep Maven members.
The whole concept of crowdsourcing is still somewhat in its infancy. Overall, there are few brands and retailers that are actively turning to ambassadors to collect feedback and successfully applying these insights to improve their businesses.
But Julep was created with community in mind.
Julep is continuing on its venture to build a vibrant community of fun, powerful females with its holiday pop-up shop in New York City. Although the store will only be open until Dec. 22, Park and her team have aggressive goals. According to Park, the brand not only wants to further engage current Mavens, but also acquire new members.
I had the chance to chat with Park in a little lounge on the top floor of the shop, to discuss her goals of the pop-up and what the overall planning and execution process was like.
The layout and design of the Julep pop-up shop was created with the customer journey in mind: from awareness, to browsing, consideration, and eventually, purchasing.
“We started out thinking about the entire visual concept, or what people would see upon initially entering the store,” Park explained. "We’re bringing together a lot of different brand elements based on the different experiences we want our customers to have. It’s about bringing all those components to life.”
Upon entering the store, I came face-to-face with a self-serve iPad stationed on a podium. Through the device, consumers can take a style quiz to learn what type of Maven they are. (I’m a “Bombshell,” if anyone was wondering.) Consumers then learn more about — and can register for — the Maven program, which provides members with product discounts and the opportunity to test items in early development.
Retail Is Detail
Overall, the pop-up design was created to be a “physical manifestation of the Julep Maven program,” Park said. “The creation of the store revolved around taking all the element that make up who we are and how we talk about the brand online, and creating a physical version of it that people can relate to.”
Park added that "having an offline touch point to drive people back to an online destination is a really powerful way to create long-term consumers. We’re signing up Mavens like crazy.”
After leaving the front podium, I saw an open space featuring a variety of display tables and bookshelves adorned with Julep’s array of nail hues. The first table featured top gift bundles and limited-edition colors.
Next to the gift display, I saw another iPad, which promoted a contest “for the beauty enthusiast who has everything.” Julep is offering a $10,000 prize that includes the chance for one lucky consumer to name a nail color after herself or a woman who inspires her and receive 100 bottles to share with family and friends.
All proceeds from the nail polish will go to a charity of the customer’s choice, which Park noted, “ties into our mission of empowering women.”
As I ventured throughout the store, I found myself engulfed in the entire experience. Nail colors were categorized by specific Maven styles: Boho Glam, Bombshell, Classic With A Twist and It Girl.
This detailed organization made it easier for me to browse products. Moreover, the design concept guided me seamlessly throughout the entire brand journey, and really enticed me to move to the back of the store — a struggle many retailers face, in my opinion.
“I think it’s just about thinking about everybody’s experience and really honing in on the detail,” Park noted. "Retail is detail.”
In addition to featuring more gift sets and its line of skin care products at the back of the store, Julep also had a corner dedicated to its Innovation Lab. Next to the Innovation Lab registration area were two jars, a dish of marbles and a sign that said: “Are you interested in making DIY nail polishing easier?” Consumers then have the opportunity to place a marble in a “Yes” or “No” jar.
Requesting this type of feedback ties back to the core of what Julep is all about: community. Because building customer relationships and maintaining communication is such an integral part of the Julep business, the retailer is focused on reaffirming that message to current and prospective customers in the store.
“We’re about social innovation,” Park said. "Obviously, this store is a highly social environment, but we’re also very innovative in the way we do business. We get people’s true input on the products we’re developing.”
To some retailers, a pop-up store is just about throwing products in a space and hoping they’ll sell. But Julep’s pop-up experience confirms that to drive engagement and sales, you have to create a compelling and memorable experience. It’s important that the design is fun, but also includes tools and resources to help make the browsing and buying process easier.
