Not Just A Product, Experience Becomes A New Attractiveness In Beauty Stores

Illustration of shopping in beauty stores. (Freepic)

JAKARTA - The lifestyle of urban people who are increasingly aware of the importance of self-care, preference to shop for beauty and health products is now no longer just a matter of function, but also experience.

Modern consumers want a comfortable, interactive shopping space, and give them the opportunity to try out products before deciding to buy. The concept of a store that combines digital convenience with a personal touch is also a new direction in the beauty retail industry.

Responding to these needs, the Guardian Indonesia reopened its flagship outlet at Plaza Indonesia on October 8, 2025 with a new, more modern appearance and concept. This outlet highlights the immersive direct shopping experience, presents interactions between technology, education, and a healthy lifestyle.

In it, visitors can do skin checks through the Skin Check service and try makeup digitally using the Virtual Try On feature.

Areas like the Beauty Zone and Wellness Area are designed to provide comprehensive experience ranging from skin consultations, appropriate product recommendations, to body care areas that focus on balance between beauty and health.

According to the Managing Director of the Indonesian Guardian, Anna Hull, this new concept combines the aspects of education and exploration in one space.

"We want to present a place where customers can learn and find products that suit their needs, not just shopping," he said in Jakarta, recently.

This retail also emphasizes the importance of trust and product security. All operational processes from distribution, outlet cleanliness, to product selection follow halal certification standards as a form of commitment to customer convenience.

Head of Commercial Guardian Indonesia, Satria Bakti, added that outlets at Plaza Indonesia are an example of how conventional retailers can transform following technological developments.

Here, customers can do skin checks at Dermathological Skincare Zone, try various make-up products on the Cosmetic Playground, and explore the Health & Wellness area which is equipped with interactive systems and digital guides.

Each zone is also developed through collaboration with various well-known brands to provide relevant experiences. In the health category, there are educational areas resulting from collaboration with Blackmores and Coolvita.

"In the category of self-care, violent beauty focuses on environmentally friendly products, as well as a scent bar that allows visitors to recognize various perfume scents based on atmosphere and personality," he said.

The dermatology area is also one of the centers of attention, presenting well-known brands such as La Roche-Posay, Cetaphil, ERHA, to Syntific. Visitors can check skin conditions using scan and UV spot technology scans with the guidance of the Consultant Derma. For lovers of Korean beauty products, it is also available such as collections of Dalba, Beauty of Joseon, Numbuzin, and Toriden.

Meanwhile, the Cosmetics Playground cosmetic area features popular brands such as 3CE, Tirtir, andeg Doll. The Guardian is also working with Unilever to present Dental Bay, a special dental care area equipped with an interactive guidance system.

"The approach to interactive designs and diverse thematic areas, the reopening of these outlets at Plaza Indonesia reflects the transformation of beauty retail in the modern era, where spending is not only about products, but also experiences, education, and a sustainable lifestyle," concluded Satria.