Lifestyle: Beauty in Motion
By Satarupa Chakraborty | April 12, 2018
Lifestyle unveiled its first-ever window beyond the apparel category, by unveiling a campaign at 30 stores across India, which features a motorized crane that lifts a life-size nail paint bottle up and down in the background of a vinyl cityscape. The window was aimed towards bringing some traction towards Lifestyle’s large section of beauty and personal accessories.
Marking a debut in window concept revolving around beauty and accessories, Lifestyle has recently executed a kinetic window that features a giant nailpaint bottle in motion against a urban landscape. Treated as a secondary window in addition to the existing “Tropical” window, this kinetic window has been executed at 30 Lifestyle stores across India. The window is a moving crane, which, fitted with motors and steel wear, lifts a life-size nail paint bottle up and down.
Talking to Retail4growth, Akash Kumar, Deputy General Manager - VM, Lifestyle International, explained further, “The business of beauty, cosmetics and personal accessories is seeing both awareness and interest like never before. Lifestyle wanted to connect with the audience and be visible as a top destination servicing this segment. Make up/ beauty products are typically small and may not stand out in true scale displays. The idea of an urban cityscape with lights in the foreground and make-up products towering from behind was dramatic to us. The true attraction of the window is a moving crane and the crane, fitted with motors and steel wire lifts a large nail-paint bottle. The whole execution was in line with our campaign theme of “Live high”.”