Beauty Brand: Hudson's Bay Beauty Hall and the Counter-Real-Estate Fight
Hudson's Bay's beauty floor is a real-estate fight. Counter placement is determined as much by beauty-advisor traffic patterns and GWP-window politics as by Year One sell-through. We launched the brand into that environment.
Growth in Conversions
Emerging beauty brand needed full department-store launch including fixture build, beauty advisor hiring and training, and gift-with-purchase activation windows.
Content Optimization
MOART handled fixture procurement, BA hiring and a 4-week training program, and 3 activation windows aligned to Hudson's Bay's promotional calendar.
Organic Traffic
1682%
Dramatic Increase
Project Overview
Hudson's Bay's beauty floor operates on its own rules. Counter location is the asset, and the asset is allocated by a mix of brand-room economics, BA traffic patterns at each door, and seasonal GWP commitments. New brands compete for placement against established prestige houses with multi-decade BA networks. The brand had product credibility but no beauty-hall presence.
Execution
We negotiated counter placement door by door, prioritizing the 22 Hudson's Bay locations with the highest beauty-hall foot traffic (Bloor Yorkville, Yorkdale, Square One, Eaton Centre, plus Vancouver and Calgary flagships). Fixture procurement ran against HBC's merchandising spec, with a 14-day install window per door.
BA hiring was the long pole. 12 trained advisors across the counter network with a 4-week training program covering brand-story, ritual demonstration, and Beauty Box GWP cadence. Three activation windows landed during the engagement: Beauty Box spring, Friends-and-Family fall, and the December gifting cycle.
Project Results
22 Hudson's Bay doors with active counter placement, 12 BAs hired and trained, 3 GWP activation windows executed. Beauty-hall floor team flagged the brand for Year Two expansion into 14 additional secondary doors based on the activation-window sell-through data.
Conclusion
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