Outform appoints former Boots retail design lead Florent Beaujot


Retail innovation agency Outform has appointed beauty industry expert Florent Beaujot as Business Unit Director, EMEA Beauty, a newly created role.

Florent Beaujot

Florent joins Outform from Boots UK, where he was Design & Development Manager, delivering focused, scalable and adaptable shopping experiences for all aspects of the physical store.

He also worked as part of the team to deliver the brand’s innovative beauty store at Battersea Power Station which opened at the end of 2023.

Beaujot joins a fast-growing team located across Europe offering Outform’s global design and manufacturing excellence to a growing number of clients within the beauty, beauty tech, health and wellness industries.

He will report to Donna Regii, VP Beauty as part of Outform’s global strategy to deliver beauty retail expertise, strategy-led design, a seamless way of working across all markets, and best in class, in-region manufacturing capability to maximise sustainability and nimbleness to market.

Outform has a strong international pedigree in bringing its proprietary insight-led design process to some of the best-known brands and retailers in the beauty and related industries as well as in fashion, consumer electronics and general retail.

Outform is a market leader in beauty, working for household names including Estée Lauder, The Ordinary, Too Faced, L’Oreal Luxury Fragrance, Rare Beauty, r.e.m. beauty, Haus Labs, and Therabody.

Outform also works with fast-growing disruptive beauty brands to support their launch and expansion into a wide range of retail environments.

Commenting on Florent’s appointment, Donna Regii said: “Florent has lived and breathed beauty retail for almost two decades. The deep knowledge and expertise that he has acquired is exactly what we need as we double down on driving our beauty business across EMEA.

“His arrival allows us to take our beauty credentials to the next level globally, delivering innovative design, tech and manufacturing solutions in-store that ultimately drive productivity for our beauty clients and retail partners.”

Explaining why he was attracted to the role at Outform, Beaujot said: “Outform combines a digital/interactive pedigree with global design and manufacturing capabilities that it has perfected by delivering retail innovation in the consumer electronics retail environment.

“The beauty industry is ripe for the type of unique long-term partnership that Outform offers; a custodian for brands who want to shine in every kind of retail setting.

“Through my role working at Boots I know that brands and retailers want more choice in the suppliers they can work with and access to a broader set of capabilities.

“Beauty is proving to be an incredibly resilient sector and I believe there are really exciting opportunities for Outform to prove an innovative and reliable partner.”

Outform’s recent research into beauty retail confirms that beauty shoppers come in store for a different, value-added experience compared to when they are online. In store they seek new information to support their decision-making; they want to play, explore and discover, especially when faced with a new category or brand.

Outform are experts in creating on-brand design language and visual cues that prompt the shopper journey through discovery moments that build connection to the brand and encourage trial.