Unilever's latest retail experiment is a blend of today's trends.
The company opened St. Ives Mixing Bar in New York's Soho neighborhood this summer. Inside, customers can choose ingredients from Unilever's St. Ives skin care brand to create their own facial scrubs and body lotions.
The St. Ives concept allows customers to customize a product that is normally the same across all drugstore shelves. It also creates an experience where shoppers can interact with the product. Both are what millennials are looking for today.
"We wanted to create a space where millennial consumers are heavily engaged," said St. Ives brand director Suzanne Palentchar. "They're seeking experiences, not just products, and we wanted to be part of that journey they're on."
Pop-up shops aren't a new concept. Kellogg opened a Pop-Tarts cafe in New York earlier this year. Unilever operates two similar stores in New York, one for its Magnum ice cream brand and another for its Pure Leaf tea brand.
This, however, appears to be the first time a company has adapted the concept to personal products.