For La Cosmetique, opening a new retail store is more than simply opening a new door. Every store serves a community and every La Cosmetique store acts as a destination for the local community to come and discover all things k-beauty related. Our Ed. Square store was designed to foster community engagement through thoughtful store design, exciting grand opening activities and consistent customer engagement with expert advice.  

Ed. Square, located in the Western Sydney’s suburb of Edmonson Park, is one of Sydney's fastest growing area with population estimated to reach 330, 000 in 2030. It acts as a hub of commercial activity for the surrounding area with a cinema complex and dining food and beverage precinct. It is served by train and bus, as well as parking for car users. La Cosmetique chose this location to meet the needs of young, culturally diverse demographic.

Our store is designed as a journey, with an open layout for easy exploration, testers positioned for easy access and trial, as well as categories and brands zoned to guide customers on their journey to discover their favourite K-beauty products.  

During the grand opening, we engaged influencers to generate excitement and provided customers with special opening offers to welcome them into the new store. We included giveaways, spin-the-wheel activity and promoted our opening using an omni channel approach, using social media, digital marketing, edms and working close with Ed. Square shopping centre to launch our new store. 

The response from our customers have been fantastic, with our google review sitting at 4.9 stars, with many complimenting our friendly staff and variety of products. 

ED Square has become an important community destination and demonstrates how thoughtful store planning and integrated marketing can create a successful retail launch.