Background

Kendra Scott is an empowering, trendy, and quality-driven jewelry brand. The store is best known for its Color Bar which allows visitors to customize their own pieces. 

Launch a beauty line that stays true to Kendra Scott's values and brand image. 

The Ask

The Research

  • Category analysis

  • Brand audit and store visit

  • Surveyed consumers about their beauty industry pain points

Utilize Kendra Scott's existing in-store experience to make the beauty line a destination. 

The Solution

We were curious about the shopping habits and preferences of makeup users. Through a survey, we asked consumers about makeup habits, why they select a particular brand, and how they typically shop for makeup. We found that although the reasoning for product selection varied, respondents preferred in-person shopping. Unlike in other retail categories, shoppers want a chance to swatch, try makeup on, and ask questions before purchasing. 

Additionally, we found a common frustration among users surrounding eyeshadow pallets. Users are limited to premade options with only a few colors that are used regularly. Therefore a few shades tend to run out before the rest of the palette and users are forced to work with colors they did not care for, or purchase a new makeup palette. 

The Beauty Bar, a unique in-store experience personalized for you and by you, where you can create your own eyeshadow palette that emphasizes your natural beauty and highlights the jewels of your face, your eyes.

HOW DOES IT WORK?

1

Pick

Your

Palette

Pallets come in 4 color options and are embossed in the Kendra Scott logo. Selecting a color is important. The palettes are designed as a reusable product in an effort to cut down on trash created by one-time use makeup packaging. When refilling eyeshadow colors, customers can also have their palette cleaned and sanitized in-store.  

The Mini

2

CHOOSE A SIZE

The KS

3

MIX & MATCH

We understand that for many women trying colors on is an important part of the buying process. Therefore the store has all shades on display for consumers to swatch and try on. Finding your perfect combination is part of the fun!

4

BUILD IT

After selecting your colors, Beauty Bar staff will place colors into the selected pallet in the order specified by the customer. You now have a personalized palette that will fit your everyday needs. 

The Beauty Bar Experience

Since the beauty bar is an extension of the Color Bar line, it would attach to selected Kendra Scott stores. The beauty bar would have its own entrance and an additional entrance from the jewelry store. 

FLOOR PLAN KEY

B    Brushes

  Chair

   Door 

P    Pre-Created Pallettes

R    Rug

  Stool

T    Table

V    Visuals - Digital / Print

DT  Display Table

KS W   Kendra Scott Display Wall

PT  Packaging Table

SB  Shadow Board Display

TEAMMATES

MY ROLES

Jonathan Castaneda (CBM)

Emillee Lampert (CBM)

Bradley Wells (CBM)

Secondary Research

Brand Audit

Target Persona

Product Development

Pallet Mockup

Kimberly Burgess

Creative Brand Manager

Burgesskc@mymail.vcu.edu