How Brands Are Turning Product Education Into the Main Attraction

Our summer coverage, The Ordinary, Garnier and UNIQLO offered three approaches to that problem. Expert access, guided routines and tactile retail each turned product information into something customers could engage with directly.

The pattern is education-led experiential marketing: using the encounter to resolve uncertainty, rather than making attendance the main objective.

The Ordinary Gives Customers Access to the Explanation Our July reporting on The Ordinary’s London experience described a lab-inspired space with scientists, skin diagnostics and ingredient education.

StudioXAG worked on the experience, which brought the brand’s clinical positioning into a setting where visitors could ask questions. The Ordinary product and research materials at its London experience. Image source: RETAILBOSS’s original coverage. The strategic value is the conversation…