Premium beauty retailer Murale has been transformed into a luxurious futuristic space far from the typical drugstore. The cosmetic boutique, owned by Shoppers Drug Mart, was designed by Toronto-based studio Burdifilek in collaboration with Shoppers’ in-house creative team. The store features curved pearl interiors, a ‘waterfall’ of LED lights and wall displays instead of aisles, each element inviting shoppers to relax and enjoy.
Beside offering more than 75 men’s and women’s fragrances, and more than 200 skincare and cosmetic collections, the Murale stores - there is one in Montreal and one in Ottawa, with plans to open another five to seven more this year - feature interactive elements such as a computer programme for analysing skin types and recommending spa treatments available in store.With other aesthetic treatments on offer, along with a feast of high-end lines (such as Darphin and Chanel) traditionally available only in larger department stores, Murale is set to ride out the recession one lipstick - one detox programme, one jar of face cream - at a time.
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Sensory Branding has become the need of present competitive market where Product parity among competitor is becoming common woridwide.The use of fragnance,music &asthetic visuals ,have sensory appeal to customer,also helps in differentiating product& services offered.Sensory branding is essential for Experiencial Marketing,an upcoming marketing tool inB2C.
Greg Taylor
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