KICKS is one of Scandinavia’s leading beauty retailers, with stores across Sweden, Finland and Norway. With high brand awareness and a broad offering spanning categories and brands, KICKS already held a strong position in the market. But a new generation of beauty consumers was changing the rules of retail.Raised alongside TikTok, tutorials and online beauty communities, these consumers enters the store with knowledge, references and expectations of their own. They know the brands, the techniques and the latest trends, and expect to explore beauty on their own terms.Our challenge was to rethink the KICKS store experience around this new behaviour, while creating stronger commercial value throughout the customer journey.

Guidance and discovery
We started by getting closer to the new beauty consumers: what drives them, what shapes their world, what they aspire to and which brands and experiences they connect with.
A key insight emerged. Theese consumers doesn’t necessarily need more guidance, they need more opportunities to discover, experiment and interact. Rather than being directed through the store, they wants to explore it.


This became the starting point for rethinking the customer journey. We introduced new functions designed to create more reasons to stop, engage and move through the store. A large community table with integrated screens created a social and interactive space for exploring and trying products. Stand-out displays introduced moments of discovery throughout the customer journey, encouraging customers to encounter and test something new. And a dedicated last-buy function added a final commercial touchpoint before leaving the store.
Together, these functions created a more dynamic customer journey, moving between inspiration, interaction, discovery and conversion.

The curator role
The transformation also addressed another strategic challenge: strengthening KICKS’ own presence within the store.


Beauty retail is inherently multi-brand, with strong global brands and campaigns all competing for attention. To create a more distinctive experience, KICKS needed to become more than the space in which those brands appeared. It needed a stronger role as the curator connecting them.
We developed a new visual and communication system that gave KICKS a clearer and more consistent presence throughout the customer journey. A monochromatic purple expression created an immediate point of recognition and helped KICKS stand out in a visually competitive category, effectively giving the retailer ownership of a colour within the store environment.
At the same time, the new communication system allowed KICKS to frame, curate and connect its assortment and campaigns through its own point of view.

The result is a store concept that gives a new generation of beauty consumers more freedom to explore, while giving KICKS more opportunities to engage, inspire and convert – and a stronger role as the curator of the beauty experience.