Omnichannel onboarding for new customers

Zoé, 34, a researcher, buys high-end make-up at Sephora for lack of time to discover brands herself. Susan, 20, a student, wants to test products in store without feeling pushed into buying. Across our field studies (Hermès, Typology, Lush...), the same conclusion kept coming back: the product and its personalisation matter more than the brand, and the offline experience had faded behind online.

A seasonal pop-up site, 'Season's by Giorgio Armani': a Diagnostic to surface the season's trends, and a personalised 30-to-40-minute Master Class hosted by ambassador Adria Arjona — extended by a nominative printed lead magnet and a product sample linked by QR/NFC.

A welcome journey that reads the same on the printed invitation and on the pop-up site, instead of two disconnected voices. The takeaway: in beauty the first order is not a conversion, it is the opening line of a relationship — and the Master Class is the second.