Visual Merchandising: The Connective Tissue Between In-Retail Experiences & Ecommerce in Beauty

Walk into any beauty retailer today and you’ll see more than shelves lined with serums and lipsticks. You’ll see shoppers swatching, snapping selfies, and scanning QR codes, and usually all at once. But this shouldn’t come as a surprise: Gen Z shoppers have shown to be more likely than Millennials to want tactile, in-person beauty experiences (like testing textures or sampling shades) before they buy. For them, the store isn’t a place for only purchasing; it’s a playground, a content studio, and a clear indication that the traditional marketing funnel has collapsed. 

The New Role of VM in a Post-Funnel World

Brands have always sworn by the sanctity of the marketing funnel: awareness led to consideration, which led to conversion. VM was only the final nudge, the last push before purchase. But today’s beauty shopper doesn’t move through the funnel so linearly; instead, they move through the funnel on their own terms. For example, they might discover a new blush they like in-store, but then buy it later online after reading reviews. Others could research that blush on TikTok, then head to their nearest Ulta or Sephora to test it in person before purchasing. And some even do both, simultaneously scrolling TikTok for reviews or content featuring the blush while standing in front of a gondola display (or walking through the store and browsing other products before researching those, too).

With this in mind, VM must be designed to trigger action across all touchpoints, not just in the aisle. The shelf is no longer the end of the journey; it’s become a springboard. The question isn’t just, “How do we get shoppers to buy now?” but, “How do we make this display live on digitally, driving discovery, engagement, and conversion wherever the shopper is?”

31% of Gen Z shoppers prefer to “touch and try” beauty products before buying, so foot traffic to beauty retailers like Sephora and Ulta is way up. But these stores have become destinations not only for shopping, but also for content creation and community.

Gen Z loves using in-store environments as content backdrops—think mirror selfies, “shelfies,” and GRWM (Get Ready With Me) videos filmed right in the aisle. TikTok trends now must influence retail displays, and those displays, in turn, could spark new trends online. When the physical and digital are seamlessly intertwined, the feedback loop is constant, and it’s powerful. Our VM team loves to use strategies like: 

• QR Codes on Displays: Shoppers scan to access DTC or distributor storefronts, while also unlocking exclusive content, tutorials, or limited-time offers.
• In-Store User-Generated Content (UGC): Brands encourage shoppers to share their in-store experiences, then repurpose that content across retail media, product detail pages (PDPs), and social feeds.
• Creators Filming In-Store: Influencers and everyday shoppers alike are filming GRWM content from retail locations, connecting the physical display to digital storytelling and driving online buzz.

Our team knows in-store displays should be designed not just to look good, but to live on digitally and support conversion across all channels. The shelf is no longer a static billboard. It’s a living and breathing asset.

Ready to Win with VM?

For connected commerce to work, brands must think of the store as an extension of their digital brand, and vice versa. To win in this new landscape, beauty brands need to rethink their approach to VM:

• Build VM Around Key Moments: Some of our favorite projects have celebrated specific events, emphasized cultural connections, or aligned with limited-time campaigns to make consumer engagement feel even more exclusive and special.
• See our strategy in action with Elemis. 
• Collaborate Across Teams: Retail, DTC, Amazon, and creative teams must align on messaging, look, and feel. Consistency across channels builds trust and amplifies impact.
• See our strategy in action with Malin + Goetz. 
• Rethink KPIs: Foot traffic is great—but what about digital lift, branded search volume, or creator engagement? The most successful brands track both in-store and online metrics, understanding that each fuels the other.

See our strategy in action with La Mer.

There’s no better time to audit your brand’s VM strategy through a connected commerce lens than now. Let our team turn your displays into media channels and your shoppers into your best advocates. Visit frontrowgroup.com/contact/ now to connect with our team, and discover how a connected VM strategy can drive both foot traffic and digital conversion.