Kruidvat and L'Oréal Set New Standard with BeautyLab
Nederland, vrijdag, 30 mei 2025.
With BeautyLab, Kruidvat and L’Oréal introduce a temporary yet influential shopping experience that was available until last 22 June in Amsterdam. The focus is on personalisation and innovation within the beauty sector. This concept is specially designed to engage customers through interaction with new products and technologies, such as tools that help discover the perfect lip colour and stations offering skincare advice. The collaboration highlights Kruidvat’s strategy to provide unique shopping experiences in a competitive market. Among other features, a serum bar and a refill station for shampoos focus on sustainable and targeted beauty care. Whether the formula will find its way to other locations remains uncertain.
BeautyLab as an Innovative Store Concept
BeautyLab, as the latest collaborative project of Kruidvat and L’Oréal, promises to bring a fresh breeze to the world of beauty products. By utilising technological innovations, such as interactive tools and stationary experience elements, this concept creates a unique and engaging customer interaction. It highlights the trend in the beauty industry to offer customers more personalised and relevant solutions, which is crucial in an increasingly competitive market [1][2].
Growing Demand for Unique Experiences
With the launch of BeautyLab, Kruidvat responds to the changing retail dynamics where experience becomes increasingly important beyond merely the product offering. According to research, consumers are increasingly seeking unique shopping experiences that offer more than traditional retail interactions. This is also seen in Kruidvat’s broader business strategies, which have recently positioned it as the strongest retail brand in the Netherlands, partly due to its ability to introduce innovative concepts and build strong brand loyalty [2][3].
The Omnichannel Strategy of Kruidvat and L’Oréal
Kruidvat and L’Oréal see in BeautyLab an opportunity to strengthen their presence both in physical stores and online. In the current retail climate, an omnichannel strategy is essential, with digitalisation playing a significant role. Through BeautyLab, customers can benefit from a layered experience that spans both online and offline, enhancing brand engagement and providing consumers with more choice in how they wish to discover and purchase their products [1][4].