Club Monaco is teaming with natural beauty brand, The Buff.
Starting today, the retailer is bringing The Buff’s customizable oils for the face, body and hair to its Fifth Avenue flagship for a summerlong pop-up.
“We like to bring like-minded brands into our fold so the customer gets an experience beyond apparel,” said Francis Pierrel, chief executive officer of Club Monaco. “Whoever we choose [for pop-ups] needs to have a simple approach because we like this idea of things feeling natural.”
It was important for Club Monaco to offer a customizable option in-store because of the growing appetite among consumers for personalized experiences. Customers can sit down with representatives from The Buff to answer its online quiz, which asks about skin type and concerns to determine the best oil blend. Customers can personalize the oil bottles with different colors and with their initials. They can also purchase pre-made oils if they don’t want the customizable blend.
“It’s the new fashion,” Pierrel said on why he wanted to offer a customizable experience. “People want to have unique things, but not everyone is a designer, so the job for brands like us is to have a palette of options and let people customize it to themselves.”
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While The Buff’s premade oils are available at Riley Rose, this is the brand’s first venture into brick-and-mortar with its customizable blends. Founder Jasmine Garnsworthy hopes the pop-up will give customers the chance to learn more about natural ingredients and give the brand more experience in a retail environment.
“I love being with the customer,” Garnsworthy said. “We want to do panels and hold workshops and use the space in an interactive and engaging way.”
Prior to working with The Buff, Club Monaco has hosted similar pop-ups with beauty brands like Diptyque and Coqui Coqui with hands-on workshops, conversation series and customizable activations. The pop-up with The Buff will also include an influencer event, wellness and beauty conversations series and access to exclusive classes. The pop-up will reside alongside the global flagship’s café outpost with Toby’s Estate Coffee and bookshop created in partnership with The Strand.
The pop-up will run until Aug. 31 and oils range in price from $12 to $42.