Meanwhile, masterclasses began in September and are expected to be held three times per quarter per studio, with focuses on the Morphe brand, partner brands such as Jeffree Star Cosmetics and "merchandising priorities". While driving foot traffic is the biggest opportunity for Morphe, there are other benefits to the studios: Morphe will likely benefit from high-quality, user-generated video content and will develop better relationships with the up-and-coming influencers using the space. Morphe does not require users to publish UGC or use only Morphe products, although it is expected that they will focus on the brand.
"The services, for the brand, are a point of difference. And Morphe believes the mid-tier influencers want a more public space to activate their community.
Morphe's newly implemented strategy is in line with a larger trend of fashion and beauty retailers updating their interiors to attract customers in-store, and it comes during a softening in U.S. color cosmetic sales. Fellow digitally native brand Ipsy has also been aggressively looking at ways to engage and activate customers offline and has positioned its own content studio as a way to produce user-generated content.