The art of the aisle: Shopper marketing basics for beauty brands in Southeast Asia

The Southeast Asia cosmetics market is thriving, projected to grow at a compound annual growth rate (CAGR) of 4.04% between 2025 and 2033. And while digital channels continue to rise in this omnichannel era, the appeal of retail stores still stands strong. For beauty brands, this creates opportunity as more shoppers expect richer, more connected experiences. Every retailer’s aisle becomes a chance to capture attention; each shelf is a potential touchpoint for connection.

However, in larger retail stores, where multiple brands compete for the same attention, standing out requires more than eye-catching packaging. It calls for a shopper marketing strategy designed to build presence and create meaningful moments right where purchase decisions are made.

In addition to capturing attention, beauty brands should be considering their shopper marketing touchpoints as an opportunity to incrementally build loyalty. As Tag SEA Managing Director, Ash Smith, notes in his latest article for Branding in Asia, brand loyalty can’t be bought with splashy campaigns or short-term discounts. It’s built over time through the everyday presence a brand has in people’s lives. Across the omnichannel shopper landscape, brands need a strategy that connects every touchpoint, from large-scale activations to the smallest in-store displays, turning each moment into an opportunity to add value, build presence, and quietly strengthen loyalty.

That same principle applies within the retail environment. Every detail of the shopper experience, from placement and display to messaging and design, contributes to how a brand shows up. To truly stand out, beauty brands should refine their shopper marketing basics and evolve them to meet new expectations, so that each brand interaction can capture attention and build loyalty.

Know your customer

A fundamental shopper marketing basic is to understand your target audience. What retail display do they respond to best? What’s going to encourage them to pull that lipstick from the shelf to the basket? But also, what will help them build affinity for the brand over time? With a firm understanding of audience preferences, beauty brands can shape and optimize their shopper marketing strategies to achieve longer-lasting loyalty at every interaction.

Advanced audience segmentation

Even at the basic level, understanding shoppers can be complex. Many different factors can impact shopper behaviors, such as age or generation, while external factors, including evolving technologies and trends, can rapidly shift audience preferences. That’s why going deeper than surface-level demographics matters. Creating shopper personas helps your brand target the right message, in the right place, at the right time.

Turning data-driven insights into action

Most brands have some level of insight into their shoppers’ behaviors, but an in-depth, data-led understanding can help brands figure out what shoppers are buying and why. Advanced data analysis enables brands to predict behaviors and plan retail strategies accordingly.

Every interaction in stores, from loyalty sign-ups and dwell time to digital receipts and interactive displays, as well as sampling events, is an opportunity to collect meaningful, consent-based data. Bridging the online–offline gap, loyalty programs can reward repeat purchases, track purchase patterns, and test offers. Combined with other data sources like social engagement, app usage, or feedback kiosks, they can create a full-circle view of the shopper journey.

Create your own spotlight

Store placement can be a key factor in attracting shoppers. Eye-level and touch-level positions are preferential, significantly affecting purchase decisions. But what happens when a product does not receive a coveted spot in their local retailers? That’s where creativity steps in. From attractive POSMs to digital screens, there are countless ways for brands to create their own spotlight.

Stand out with innovative design

Let’s start with the basics. Bold colors, clear messaging, and packaging that stands out under real-world lighting are often what catches a shopper’s eye first. Tactile packaging, like embossing or soft-touch varnishes, invites interaction and makes products feel more premium. Simple visual strategies, such as color blocking, which allows products to be grouped based on color or shade, bring uniformity in crowded shelves, making it look more organized.

Beyond the product itself, the design of in-store displays plays a big role in capturing attention. For beauty brands, where touch and trial matter, POSM displays that invite interaction, using integrated mirrors, testers, or sample drawers, can encourage shoppers to linger. But POSM is no longer static. Motion sensors that softly light up products as shoppers approach, or digital touchpoints offering tutorials, are quickly becoming effective ways to stand out in the aisles.

Design a memorable experience

Displays today aren’t just for visibility; they’re built to add value. The best ones let shoppers experience a product without physically trying it. In beauty, this means seeing how a lipstick shade or foundation tone looks in real-time, before even opening a tester.

Augmented reality makes this possible. Integrated into POSM, it delivers quick, hygienic, and personalized virtual try-ons that help shoppers decide faster. And in a world where people already rely on AI tools to guide everyday choices, this technology enhances the in-store experience by bringing the same level of convenience people expect online.

Work smarter (and more sustainably) 

Retail design is evolving fast. The focus now is on doing more with less by utilizing smarter, tech-enabled displays and materials that not only look good but also do good. From POSMs that can be adapted across multiple campaigns to sustainable materials that cut waste, beauty brands are finding clever ways to make an impact without compromising on creativity.

Elevate with smarter design

Modular POSM designs that use interchangeable parts, like shelves, panels, and graphics, are a smart way to elevate your displays while keeping costs in check, since they can be reused across campaigns and locations.

Digital signage can be used to highlight offers or new launches, while the linked QR codes can help connect shoppers to tutorials or loyalty programs that reward engagement beyond the store. IoT sensors and analytics can help track footfall and engagement. Together, these tech-enabled tools can turn static shelves into responsive touchpoints.

Make sustainability your differentiator

In-store, sustainability can be integrated in meaningful ways. Eco-friendly POSMs made from corrugated paperboard and MDF made from wood waste help reduce the carbon footprint while also being cost-effective.

Of course, these changes can bring challenges such as sourcing complexities or higher upfront costs. But with the right teams and tools, your brand can navigate these hurdles and create a sustainable, impactful shopper experience that resonates with conscious consumers.

Deliver the right experience

In-store shopping is no longer just about products; it’s about the overall experience. The most memorable stores go beyond shelves and signage; they engage the senses by creating moments worth remembering. Whether it’s through personalized interactions, playful elements, or immersive tech, the goal is to capture attention and build brand loyalty over time.

Connect more with your audience: Personalization

49.2% of Southeast Asia consumers said they would choose a brand if it offered a personalized experience. This is proof that even in shared retail spaces, personalization is expected and can be a differentiator.

Personalization in-store can start with data: using local purchase trends or loyalty insights to tailor what’s displayed in each market or store cluster. For example, tailoring messaging to suit language preferences. Even subtle tweaks in imagery, from the key visuals used on displays to the hero shades featured, can make shoppers feel seen.

Get your game on

Gamified touchpoints like digital spin-to-wins, QR-enabled trivia, or instant rewards for trial, spark curiosity and keep shoppers in your zone longer. AR and VR take that engagement a step further. Virtual try-ons, 3D product demos, and shade-matching kiosks help shoppers explore and experiment before making a purchase.

Execution is everything

In complex retail environments, where multiple markets, teams, and timelines intersect, operational efficiency is critical. Smooth operations start with structure. From production planning and POSM deployment to retailer compliance and field team coordination, every step needs to work in sync. The right team and tools can keep operations smooth and execution on track.

Empower teams with the right tools

Even the smartest shopper marketing strategy falls flat without teams that can move fast and make informed decisions. Success in big retail environments depends on agility and the ability to adapt to local needs without losing sight of global goals.

Equipping teams with data-led systems helps them understand what’s working in-store, where shoppers are engaging, and what needs fine-tuning. Real-time performance dashboards, digital asset management platforms, and unified campaign tools keep everyone aligned while speeding up execution.

Bringing it all together

For beauty brands in Southeast Asia, success on crowded retail shelves starts with understanding how shoppers think and buy. Visibility follows through smart design, digital tools, and creating experiences that grab attention. These shopper marketing basics, combined with new insights into how consumers engage today, can help your brand get noticed.

But real engagement begins after that. The brands winning now are the ones that stay close to their audience, showing up consistently and meaningfully across every touchpoint. In a region as diverse and dynamic as Southeast Asia, that means being locally relevant. Because long-term loyalty isn’t driven by a single POSM, it’s built through a consistently impactful and engaging experiences that keep your brand top of mind.