“We opened our first offline store to fulfill our customers’ desire to try the products and engage in personal interactions. Our hope is to strengthen trust in the brand,” Tinanda Nabila, managing director of Rollover Reaction, said in a statement.

The new store offers the brand's signature "beauty journey" shopping experience, allowing customers to play and experiment with the store's products and facilities. Among the facilities are a RR Lab area and a RR Beauty Bar in the form of an island bar, where customers can enjoy make-up time just like at their own dressing tables.

Meanwhile, RR Insiders will be on hand to assist customers try and choose the products.

Read also: Cosmetics shopping 101: Knowing how and what to buy

For the store's interior, Rollover Reaction applied a "blank canvas" concept. Dinar Amanda, marketing director of the brand, explained that they choose white and stainless-steel materials to achieve a sleek museum-like feel.

“We would like our products to look neat and tidy as if displayed in a museum,” said Dinar.

A five-meter installation area is also part of the store, provided for collaborations with local artists. Illustrator Talitha Maranila is the first to collaborate with the store, using the cosmetics and acrylic for her artwork. (mut)

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