SEPHORA Opens Two Landmark Manhattan Locations As Beauty Tip Workshops
34th Street Debuts the Retailers Largest Concept Store in North America, Creating the Ultimate Destination for Unbiased Beauty Service
SEPHORA brings its innovative BEAUTY TIP (Teach, Inspire, Play) WORKSHOP concept store to Manhattanwith the reopening of two landmark locations, including 34th Street, now SEPHORA's largest store in North America. Manhattan's 34th Street and 5th Avenue stores, the latter which opened on March 24th, join San Francisco's Powell Street, Boston's Prudential Center, Chicago's Michigan Avenue, Santa Clara's Valley Fair and Toronto's Yorkdale locations in helping define the next generation of experiential retail, focused on immersive and unbiased beauty services, the most educated and passionate consultants and a vast product assortment that aims to meet all beauty needs, desires and goals. With the reopening of these two Manhattan stores, SEPHORA continues to dominate the Manhattan beauty retail landscape with 15 freestanding stores in New York City.
At 11,300+ square feet, SEPHORA's 34th Street BEAUTY TIP WORKSHOP anchors one of the busiest shopping destinations in New York City. The store is the ultimate beauty destination, containing more than 13,300 products and a pioneering store environment rooted in discovery, with over 26 seats for instore learning at the Beauty Workshop, Beauty Studio and Skincare Studio. Beauty education and consultation offerings at SEPHORA 34th Street feature a wide array of services and classes for all skill and interest levels, that will make a visit to the store a one-of-a-kind, individualized experience, every time.
"Sephora opened in the US 19 years ago with our first store in Soho. It's fitting that as we round out almost two decades, we return to New York City to celebrate our largest and most unique beauty experience with the opening of our new 34th Street store," said Calvin McDonald, President and CEO of SEPHORA Americas. "Our innovative Beauty TIP Workshop concept encourages and supports a thriving beauty community, one that's focused on inclusiveness, promotes self-expression, celebration and education through our unparalleled service experiences, designed to teach and inspire our New York-based clients to play and discover beauty."
In addition to 34th Street, SEPHORA 5th Avenue is now open to the public. At 9,000+ square feet, the new store design features SEPHORA's exclusive physical and digital tools for play and discovery, including an Anastasia Brow Studio on the second floor.
Exclusive Merchandise Assortment Enhances TIP Experience
Sephora is the destination for iconic, cult and emerging prestige beauty brands. SEPHORA 34th Street is the first store in North America to carry La Mer and Jo Maloneand has the largest assortment and brand offerings, next to Sephora.com. Other exclusive brands only found at SEPHORA include, Atelier Cologne, Belif, BITE Beauty, Black Up, Cover FX, Drunk Elephant, Erborian, IGK, Kat Von D Beauty, Madam C.J. Walker Beauty Culture, Nest, Ouai, The Estée Edit by Estée Lauder and Too Cool For School and SEPHORA COLLECTION makeup, skincare, tools and accessories.
Innovative TIP Service Experiences at 34th Street and 5th Avenue
The Beauty Workshop is the striking "heart" of each store's design, and an integral part of the TIP experience. The sleek table acts as a central workstation where clients come together to learn via group beauty classes with Sephora's educated facilitators, to leverage tutorials and Sephora Virtual Artist technology on integrated iPad stations, or to gather inspiration from The Beauty Board, Sephora's own shop-able gallery showcasing user-generated content via a large digital screen. Each station is equipped with its own product, iPad, USB port and wifi, so clients can play, browse and share looks on the digital screen and online, right from their seat.
Each store will also feature two Sephora Beauty Studios centered in the middle of the store to serve as the place for one-on-one makeovers with Sephora experts. At the Beauty Studio, clients will enjoy large stations featuring Sephora + Pantone Color IQ touchscreens for foundation, lip and concealer shade matching, and new mirror and canopy lighting fixtures for maximum light exposure. SEPHORA 34th Street will also debut Moisture Meter, an exclusive new digital tool that accurately measures the amount of moisture in the skin to aid in the selection products prior to services. The Beauty Studio is staffed with trained Senior Artists, and to ensure the makeover is the most convenient, clients can drop by to check makeover availability or book a premium service at one of the 12 beauty studio seats before they come in using Sephora's client reservation system available through www.sephora.com, Sephora mobile web, the Sephora app, and Sephora Reservation Assistant on Facebook Messenger.
A completely new Fragrance Studio experience will also be available to clients and features Fragrance IQ enhanced with the first-to-market sensory technology, InstaScent. Developed in partnership with 5th Screen Digital, and available exclusively at Sephora, InstaScent allows clients to explore 18 scent families through an innovative, dry air delivery system. Clients can now explore scent families before trying individual fragrances with our fragrance experts. As clients move through the Fragrance Studio, they can choose to sample favorites, have their purchases gift wrapped, and even customize their bottle with complimentary engraving.
Additionally, skincare consultations will take place at The Skincare Studio, which features a working sink and four well-lit seated stations to ease facilitation of Sephora's client-favorite Mini Facial service. A touchscreen station is also affixed to the area for instant access to Sephora's exclusive Skincare IQ diagnostic, helping clients determine the best products based on their skin concerns and demystifying the wide range of highly effective product choices Sephora offers.
Interactive Virtual Experiences at 34th Street and 5th Avenue
Located on two endcap displays at SEPHORA 34thStreet and 5th Avenue stores, clients can leverage the SEPHORA Innovation Lab's newest technology advancement called "Tap and Try", which lets you pick up any lip or lash product on that endcap and immediately try it on using Sephora Virtual Artist's technology combined with RFID scanning.
The SEPHORA BEAUTY TIP WORKSHOP also boasts digital signage throughout the store, as well as brighter lighting, a larger cash wrap, additional mobile POS stations, easier-to-shop fixtures, enhanced gifting stations, and more impactful brand imagery.
About Sephora: Sephora is a leader in global prestige retail, teaching and inspiring clients to play in a world of beauty. Sephora has earned its reputation with its expertise, innovation, and entrepreneurial spirit, and has been a pioneer in an unbiased approach to experiential retail since its debut in Paris in the early 1970's. A year after its acquisition by luxury group LVMH Moët Hennessy Louis Vuitton in 1997, Sephora expanded to North America with a revolutionary store model that broke the beauty experience mold, and continues to evolve today. Now with more than 430 stores in the Americas—including US, Canada, Mexico, and Brazil—plus nearly 600 inside JCPenney, Sephora has become a leading international beauty destination with over 2,400 locations in 33 countries, plus an award-winning website, and intuitive mobile apps. At Sephora, whether beauty is an obsession or part of a routine, clients have the opportunity to play with 14,000 products from 200 carefully curated brands, featuring indie darlings, emerging favorites, trusted classics, and Sephora's own, SEPHORA COLLECTION.
In store, the client can access personalized recommendations at the Beauty Studio through interactive technology like the IQ systems, and garner a new look with makeovers, complimentary classes, hands-on events, and one-on-one consultations, all assisted by Sephora's expertly trained beauty advisors who offer unbiased advice on every brand, in every beauty category. Online clients interact with an inclusive beauty community on the award-winning Beauty Board, interactive Beauty Talk, and through social media @Sephora. On their mobile device, clients can get inspired to try new looks through groundbreaking digital innovations, like Sephora Virtual Artist, and access one-of-a-kind, mobile-first experiences, like The Beauty Uncomplicator and Swipe It Shop It.
And Sephora Beauty Insider clients feed their beauty addiction with unique rewards and customized on-of-a-kind experiences. Sephora offers endless ways to explore beauty. With Sephora Stands, Sephora's multi-pronged social impact program, the retailer continues to support its community and its people via Sephora Accelerate, Classes for Confidence and Sephora Stands Together. For the latest, visit Sephora.com