Hair care brand Concoction made its debut appearance in Selfridges in July. Alex Epstein, founder of Concoction, talks to ECM about why he decided to make Concoction an interactive experience on the shop floor "In my opinion, the richest brand experiences are those that are personal, first hand, high-touch and very interactive," he says. "I spend a lot of time learning about and discovering retail environments. Over the years I have witnessed the joy and experiential value that consumers can gain. A lot of brands these days are really 'Blands' - there's nothing special or interesting about them. With Concoction, I knew that we had to deliver an in-store experience that brought the concept and story to life.
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