“Beauty” by H-E-B Case Study
Client & Background:
For over a hundred years, H-E-B has been serving Texans and is deeply cemented into the state’s identity. The store is always trying to delight and surprise customers with products, services, experiences, and competitive pricing. While you might not think about beauty products in a grocery store, one of the retailer’s slogans- “No store does more…” is taken seriously.
The Challenge:
H-E-B wanted to create a “store within a store” for their Beauty Department. Called Beauty by H-E-B, this specialized section offered customers an expanded selection which included department stores and specialty brands not carried by an average grocery store. Led by a trained team of Beauty Advisors, the customer could get expert advice and top-of-the-line customer service. However, if the experience was going to feel like a specialty retailer, it needed to look the part with a unique look, tone, and feel.
Geomedia was tasked to design, produce and direct luxurious visuals that elevated the department’s atmosphere, with stylized, high-end beauty imagery showcased across a multitude of digital monitors.
Objectives:
Develop a turnkey production featuring a diverse cast of 30 models with 3-4 makeup looks each, supported with on-trend fashion—designed to generate excitement and draw customers into the space.
With limited time and budget, develop a cohesive, multi-stream content showcase that can loop in-store and be easily refreshed with new seasonal themes and product lines—engaging customers with a relatable tone that enhances the department experience.
Solutions:
Geomedia directed a crew of key make-up artists and wardrobe specialists, cast models and the production team started mapping out the shot list that would help H-E-B meet the goal and draw attention to the department. Visual product demonstrations– a model kissing glass and leaving a perfect lipstick mark, explosions of colorful powder representing the variety of shades available– were some of the exciting visuals showcased. Whether close-up shots of applicators and a palette of over 70 tubes of lipstick all painting a colorful array, there was a stunning variety of looks captured across the entire set.
Once the shoot wrapped, Geomedia’s role shifted to crafting high-energy, professional visual content tailored for each marquee. Designed to captivate shoppers, the edit, music selection, and striking visuals worked together to spark excitement—giving customers a reason to stop, engage, and buy.
Results:
The reimagined department delighted customers with cutting-edge, on-trend visuals and the surprise element of the store’s unique design. Two banner monitors showcased the primary video created by Geomedia, while supplemental screens supported the overall aesthetic with high-end visual effects, CGI, and motion graphics—ultimately delivering the immersive experience H-E-B aimed to create.
