Total Beauty chats with Nicky Kinnaird, Founder of Space NK
Q: What inspired you to open your first Space NK store?
A: Dissatisfaction with how beauty was being sold to the consumer -- either from badly lit monobrand counters manned by overly made-up sales associates who could tell you about the line they represented, but little about anything else. Or in drugstores where there was little opportunity to test product and even less informed advice.
I took a service page out of the French pharmacist's book (who can offer expert advice across everything that she carries in-store) and wanted to offer a hand picked selection of products from the true innovators within the industry. To this day I am brutal about editing products on an ongoing basis to ensure our light airy stores, which are staffed by our highly trained makeup artists and skin care experts, really offer the consumer a unique personalized and informative shopping experience.
Q: How were you able to get such amazing brands on board with your store concept initially?
A: The brands realized that not only was I passionate, but also highly informed about beauty products, development and fashion and design trends. And I had a firm grasp of what I was trying to achieve for the customer. I was committed to my cause, but saying that (of course) is one thing and doing another -- once I started to deliver on my mission it was easier to convince others to come onboard. I also didn't give up easily, if I had to make the same telephone call to a prospective supplier once a month for a year to convince them to come on board then that's what I would do!! Painful but true ...
Q: Besides the obvious growth, how has your business changed since its start in 1993?
A: I now have experts in their respective fields running different areas of the business rather than myself acting as Jack of all Trades. I can now focus on the areas where I can add the most value -- product development, marketing and PR, customer events.
Q: How do your online sales differ from your store sales? Are there certain categories of products people tend to buy more online vs. in-store?
A: Online is fabulous for replenishment of basics, gifting and ordering innovation when you don't have easy access to a Space NK store. It will never replace the in-store experience of being able to test products -- density of pigment, color payoff, texture and smell, fragrance or even skin care -- but information about benefits and ingredients can be easily shared on the Web. Education is possible across both channels.
Q: What are your top five best-selling products?
- Eve Lom Cleanser
- Zelens Intensive Triple Action Eye Cream
- Laughter eau de toilette
- Nars Laguna Bronzer
- By Terry Baume de Rose
Q: What new products or brands have you recently discovered that you're really excited about?
A: Bakel's 100 percent active skin serums that visibly improve the skin in 10 days. Apot.Care's high tech skin care that is suitable for even the most sensitive skin and Wei Beauty's new skin care based on Chinese herbal medicine principles.
Q: How do you go about finding some of the unique brands that you carry in the store?
A: Constant networking with innovators within the industry -- chemists, makeup artists, session stylists -- more often than not we are in discussions with new suppliers way before they have finished product.
Q: Of all of the products you carry in your stores, which are your go-to products?
- The Clarisonic Skincare Brush -- it's as revolutionary as the electric toothbrush.
- Eve Lom Cleanser -- eye makeup remover, cleanser, toner and mild exfoliant in one pot -- irresistible given my crazy travel schedule.
- Zelens Intensive Triple Action Eye Cream -- the only one I've found that delivers on all fronts - puffiness, dark circles, and fine lines with hydration as a given.
- Kate Somerville Quench -- my skin drinks this in while I sleep
- By Terry Touche Veloutee #3 -- the radiance-adding, skin-perfecting camouflager for the eye area that sweeps away signs of tiredness -- the one thing I panic over if I leave it behind.
- Laughter Eau de Toilette -- the upbeat citrus and herbal notes remind me of summers spent in the Southern Mediterranean.
- By Terry Baume de Rose -- the ultimate plant based lip balm that banishes dry, chapped lips forever.
Q: What do you think the beauty consumer is looking for right now in beauty?
A: She is looking to be excited and seduced -- playing safe is boring, people already have it in their makeup bags or bathrooms. Innovation gives a reason to go shopping.
Q: What New Year's Resolution are you vowing to stick to this year?
A: Regular weekly yoga and stretching sessions after every workout. My exercise tends to come from more aggressive sports -- tennis, working out with a trainer, running, so I need to work on my flexibility.
Q: What's your beauty motto?
A: I'd rather someone said my skin looked fabulous rather than I love your makeup.
