Counter Culture
How we transformed beauty retail from transaction to transformation
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When Woolworths, South Africa's multinational department store, asked to be rebranded as a beauty authority, we saw more than a retail brief—we saw an opportunity to revolutionise how a nation experiences beauty.
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Beauty counters shouldn't be barriers—they should be gateways to experience, expertise, and elevation. Modern beauty consumers don't just want to shop; they want to belong to something bigger.
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Transform traditional retail by: Replacing transactions with experiences • Switching scripts for stories • Trading counters for connections • Evolving service into expertise • Turning shoppers into community
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We created: Beauty Trend Collective (not just influencers, but innovators) • Sir John Masterclass Series (education meets aspiration) • Editorial content platform (stories beyond selling) • Premium visual world (elevation through aesthetics) • Experience-first retail (connection beyond commerce)
Glow Getter
WHY IT WORKED
Success came from understanding: Culture creates community • Authority needs authenticity • Experience drives loyalty • Relationships fuel growth • Education builds trust
Cultural Touchpoints
Visual Revolution
• Premium photography direction
• Editorial storytelling
• Experiential retail design
• Digital content innovation
• Fashion week integration
Community Building
• Beauty Trend Collective curation
• Expert partnerships
• Masterclass development
• Influencer activation
• Local-global connection
Experience Design
• In-store transformation
• Digital platform development
• Event programming
• Education series
• Content creation
THE RIPPLE EFFECT
One revolutionary brief led to: Sir John creative partnership • Industry relationship building • Ongoing collaborations • Social conversations • Future opportunities
SUPER,
NATURAL
