There’s a lot to love (or should that be adore?) about Adore Beauty – the online Aussie retailer launched by then 21-year-old beauty junkie Kate Morris from her Melbourne garage in 2000. And, while millions of shoppers have taken advantage of the site’s ability to deliver fast, easy access to a massive range of products (over 11,000, apparently) for 25 years, this weekend Adore Beauty put the online v IRL debate back in the magnifying mirror with the officially opening of its first-ever brick-and-mortar store, located in Melbourne’s Westfield Southland.
What’s different about shopping in store?
So, what exactly sets the new Adore Beauty store apart from its online experience? Well, it’s all the best bits from their digital roots, with a physical twist. The shelves are stacked with products from 50 of the retailer’s 300+ beauty brands, including top-tier skin care, hair care, makeup, and fragrance options.
With a mix of “high-low” mix of products, giving you the freedom to choose what works best for your skin, hair, budget, and lifestyle (this is the kind of store where you’ll spot Estee Lauder’s Advanced Night Repair Serum sitting alongside an under $10 NYX concealer) you can now stroll through the aisles, test out your favourite products, and ask staff any burning beauty questions that pop up while you’re in the store.
But, for beauty buffs who can’t quite resist exploring everything, the digital kiosks make it easy to shop the full Adore Beauty range. If something you’ve got your eye on isn’t physically in the store, it’s just a few taps away on these kiosks – meaning the entire selection of international and Australian beauty brands is still at your fingertips.
Digital experiences … IRL
If you’ve ever wanted a bit more insight into your skin, the new store also has you covered. They’ve introduced a personalised digital skin analysis service in-store, where customers can discover exactly what their skin type is and what it needs. It’s a game-changer for anyone wanting to make sure they’re investing in products that are truly right for them.
The best of both beauty worlds
Adore Beauty’s leap into the physical retail space is a natural next step for the brand. The move from digital-only to bricks and mortar is a big one, especially in an era where online shopping has become second nature. However, Adore Beauty is proving that online shopping and in-person experiences don’t have to be mutually exclusive.
The beauty of online shopping is that you can browse through thousands of products from the comfort of your own home. You can research, read reviews, compare prices, and even snag your favourite Tim Tams with every purchase. But, while online shopping has its perks, it’s also easy to miss that tactile experience of testing a product before buying it, or getting personalised advice from experts who can help you make informed decisions.
The new store brings the best of both worlds together. You get the chance to physically touch and test products, while also having access to digital kiosks to shop Adore Beauty’s entire range, including those products that may not be on the shelves. It’s a seamless blend of convenience and hands-on shopping, giving you the best of both the online and offline worlds.
Plus, with the personalised skin analysis service and expert staff on hand to help with any questions, the store offers something the online experience can’t quite match – the opportunity to get immediate advice, make informed decisions, and leave the store with a product that feels right for you.
Tim Tam time!
If you’ve ever shopped online at www.adorebeauty.com.au you’ll know that no purchase is complete without a sweet treat. To keep the tradition alive, the store will be offering complimentary Tim Tams with every in-store purchase. After all, beauty shopping is always sweeter with a little chocolate.
Ready to Add to Cart?
If you’re in Melbourne (or planning a visit soon), make sure to head to Adore Beauty’s new Westfield Southland location. Whether you’re a longtime online customer or a newbie, the store is a must-visit.
Location:
Westfield Southland
1239 Nepean Highway, Cheltenham VIC 3192
Store Hours:
Monday – 9am-5:30pm
Tuesday – 9am-5:30pm
Wednesday – 9am-5:30pm
Thursday – 9am-9pm
Friday – 9am-9pm
Saturday – 9am-5pm
Sunday – 10am-5pm
