Clarel
From a local drugstore to a new brand of care and beauty
- Brand Communications & Marketing
- Brand Definition
- Consulting
- Product Definition
- Research
- Spaces & Experience
APPROACH
In a context saturated with changing consumption priorities, consumers are looking for brands that promote well-being and share their values.
The importance of adapting to these trends is key to success in today's market.
CHALLENGE
The growing competition in home and drug stores affected the market share of specialized brands compared to large supermarkets.
On the other hand there is a growing demand from consumers who prefer specialized stores for cosmetic and beauty products.
SOLUTION
We accompany Clarel in its transformation, from conceptualization to activation in stores. We redefined a store model that maintains the proximity of Clarel, evolving towards an expert brand in care and well-being.
Clarel goes from being a drugstore associated with supermarkets to a comprehensive beauty and wellness space with services included.
From supermarket to comprehensive wellness
Based on an exhaustive analysis of Clarel's business model, covering customer experience, strategy, verbal and visual identity, communication and physical space, a deep understanding of the challenges, opportunities and discrepancies between business objectives and the reality of their stores.
Aspects that diminished the value of the brand and the physical experience were detected, leading to the conclusion that Clarel should evolve from a traditional drugstore to a specialist in beauty and personal care.
With this objective, the brand became professional, positioning it as an expert and creating a differentiated and premium user experience.
Thus, we have developed a new business concept focused on people, which enhances each store as a local space dedicated to personal care, beauty and daily well-being.
To materialize this concept that reorients Clarel's business model, the brand and the physical space of the stores were updated: a new offer of products and services, new circulation flows, new featured products, new spaces within the premises, new technological and omnichannel experience...
A new space that integrates products and services for the first time in Clarel.
clarel senses
The brand and the experience generated are nourished by all the emotions that can be awakened in each individual.
A cozy space in which to feel comfortable with you.
Listening attentively so that you trust our expert and sincere advice.
The satisfaction of a product and services that respond to your real needs.
Because we strive to cultivate positive feelings for you to enjoy.
Day to day.
With all your senses.
Clarel's permeability throughout the Spanish territory (with more than 1.000 stores), has allowed this new business concept to be taken to all corners of Spain, adding value to the neighborhoods of large cities, and creating a business opportunity in the towns in which the consumer travels an average of 30 km to buy cosmetic products or receive beauty treatments.
A new concept to begin to shape from the strategy
We have defined the brand strategy to follow, which acts as a lever for the experience generated, extolling the value of care, closeness and routine. An innovative speech that focuses on enjoying the small moments of everyday life that make us feel comfortable and on being able to enjoy our routines, because they can also be wonderful.
A new space designed to be perceived as a multisensory experience and in which to feel comfortable with yourself needs a name to match it, a name that allows consumers to experience a transition from the previous drugstore model to this innovative concept. so it arises Clarel Senses.
New challenges, new assortment
The new store concept required a reorganization of the existing product portfolio in Clarel stores, so as to generate a simpler and more consistent experience with the new concept.
The product portfolio within the stores has been reorganized by families, reducing the excess of product categories and brands to make the shopping experience easier.
Likewise, the most demanded products or the new differential categories capable of attracting new audiences, communicating them by clear sections and enhancing key elements that encourage living your own experience within the premises. An example is the special table for artisan cosmetics that was designed on purpose and that allows the product to be tested in the pile that contains the furniture itself.
An innovative concept that makes sense in space
Achieving a differentiated experience and environment were central points in this transformation. For this reason, experts in customer experience & retail they were involved throughout the process to ensure that the new business concept, the new brand and the new space form a coherent and inseparable unit.
has created a identifying, clear and open spatial concept, in which we seek to create differentiated areas to find outstanding experiential moments. Furthermore, it is a concept adapted to the economic needs of the brand and easily replicable and scalable, something essential given the capillarity of the company. All the furniture has been designed according to a standard modulation and materials easily accessible from any point of the national territory have been sought.
The new services have been integrated into the stores, designing spaces individually for empower each client to live a private and personal wellness experience.
The Beauty Room is the space in which services that require greater privacy are performed. They are qualitative and differential services in which the client can experience a moment of care. Its space has been valued through the image and a prominent location within the store.
Other services that require less privacy, such as makeup or manicures, are integrated, but differentiated, in the main space. Special lighting, a unique piece of custom-made furniture or a change in the floor help the client to identify them quickly.
The concept of cross-selling has been worked on so that the services are related to the products that complement them , something that makes it possible to offer the customer a comprehensive experience.
The customer journey has been meticulously defined and tested to avoid the generation of residual spaces and to highlight the products and contact points that we are interested in promoting. The finishes, the level of privacy, acoustic comfort, lighting, vegetation, furniture or signage are some of the resources we have used to distinguish specific and trending areas.
We have sought that the interior be a reflection of the concepts of well-being and personal care, which is why natural finishing materials, vegetation, and warm colors and lighting have been defined.
One of the values of the brand is its commitment to the future.
For this reason, the sustainability and circularity of the materials has been one of the main criteria when choosing them. For example, all the furniture boards are made of 100% recycled wood agglomerate and the floor is made of cork with a protective sheet made from recycled plastics recovered from the sea.
For new openings, we have defined the general criteria that the premises must meet with a list of ideal characteristics. Factors such as sales area, free height, accessibility, meters of showcase and entrance or location are considered. In this way, we always ensure the feasibility of implementing the Clarel Senses concept.
The transparent windows on the street serve to enhance the interior of the store and act as an attraction for potential customers. It has been defined which products and services are seen on the first line, so that they respond to the trends that resonate with the brand's audience.
VR to test the concept
During the conceptualization process of the project, the challenge of defining a complex experience in a space that still does not exist has been presented.
Thanks to the work carried out with visualization and virtual reality engines, we have ensured that Clarel's management team could directly feel the customer experience even before the new concept materialized physically.
Relying on technologies traditionally used in video games, we have generated a realistic model of the space through which we can navigate virtually and visualize every corner of the new store.
A new concept that you don't have to imagine, but you experience it firsthand.
Naturalness throughout the brand
Visually, we have evolved Clarel from a dark brand, defined by black and white, by cold lighting and supermarket shelf furniture, to a brand empathetic, colourful, full of light and with warmer and more natural materials and images.
A brand without artifice, which opens up to be even closer to people.
The visual universe of the brand has been embodied through an internal and external signage system that projects greater quality and visibility of the brand, a communication system governed by the same layout and graphic resources, the unification of the product sheets to provide greater cohesion to the brand, etc.
At Baud we are not content to just go with the flow; in stead of, we advocate leading change and to be pioneers in the creation of solutions that generate a lasting impact.
We share the vision of a better future, and we work tirelessly to build tools that allow companies like Clarel and its brands to grow and prosper, always keeping our focus on human connections and the meaning behind each step.