Bobbi Brown, who left her namesake cosmetics company late last year, is taking on a new challenge that’s been baffling a retail industry ravaged by e-commerce: how to create compelling reasons to bring shoppers back to brick-and-mortar stores.

The founder of Bobbi Brown Cosmetics was appointed creative consultant at Lord & Taylor this week, kicking off the partnership with a concept store-within-a-store called justBOBBI.

“It’s basically a creative pop-up shop that really talks more about lifestyle. There’s beauty in there. There’s beauty tools. There’s great health supplements,” Brown told CNBC’s “Squawk Box” on Wednesday.

“We are all buying online. There’s no question,” Brown acknowledged. But justBOBBI is a “way to bring people into the store,” she said.

Retailers have to be creative “in order to bring the customer back,” she said, hoping to be…