What: Clinique has debuted a new retail concept in Macy’s Herald Square in Manhattan.

Why it is important: Clinique is rolling out a new retail concept that combines self-shopping, digital experiences, and in-person clienteling to create an experience that aims to redefine the brand positioning and DNA.

Digital features include Clinique’s ‘Clinical Reality’ technology that scans the faces of clients and offers a customized assortment of product recommendations. In the centre, the ‘Discovery Table’ offers new products and classic best sellers. Consultants are also available at the ‘Community Bar’ to assist clients when needed. Despite being able to scale the project across stores and location sizes, the biggest challenge for Clinique has been brand familiarity.

The goal of this new concept is to reshape the perception of Clinique by delivering an unseen experience that can attract younger consumers and reinvigorate the excitement in dedicated clients.

Clinique’s new retail concept in Macy’s