ESIKA is the beauty direct sales leading brand in Latin America and a brand of Belcorp Group. With this collaboration with Intangibles Assets design, ESIKA completes its sells strategy developing a new channel that allows to create a deeper bond with customers.

The project consists in traducing the brand positioning and personality into an identity and distinctive retail concept. It was also crucial to respect leader codes and international beauty standards, in order to establish its credibility among well-established international retail brands.

To express Esika’s coaching brand positioning, the store is conceived as a place that offers new perspectives and accompany customers on the way to success and achievement, a place that gathers and connects, leading to empowerment. That’s the idea behind the Red Horizon. The identity red color become a focus point and leads to distinctiveness and instant recognition.

To express Esika’s coaching brand positioning, the store is conceived as a place that offers new perspectives and accompany customers on the way to success and achievement, a place that gathers and connects, leading to empowerment. That’s the idea behind the Red Horizon. The identity red color become a focus point and leads to distinctiveness and instant recognition.

The horizon goes through store back wall fittings with red tinted glassed and a smooth non-direct lighting completed with black wall mounted furniture to create contrast for products exhibition.

Vertical modules rhythm the customer flow and stage the brand’s know how through digital touch points (Fragrances quizz, e-coaching…) and in-store professional services on Beauty table.

An elaborated visual merchandising has been created through printed or video tutorials to coach Latin American women during their shopping (the correct beauty routine, how to choose the good brush…).

Designer office: Intangibles Assets Design