Allure Store has opened in New York City with a particular take on beauty products from cosmetics and makeup to blow dryers and tweezers.
The store also has an online component that featured the Ghd Helios 1875W Advanced Professional Hair Dryer as the store operations got underway.
Characterized as a new experiential retail store by Allure magazine, the physical store is on Lafayette Street in Manhattan, where it provides an editorial-led selection of beauty products in an environment designed to embody retail’s future by integrating Allure’s voice into a 360-degree shopping experience.
At opening, the Allure store offers 280 makeup, haircare and skincare products from more than 150 brands previously featured in Allure and curated by the brand’s beauty experts. Designed as a truly immersive, content-driven format, the operation reflects Allure’s content themes including the iconic Best of Beauty Awards, with seasonal product changes.
The store incorporates tech features for an efficient shopping experience, such as augmented reality that enables customers to try products virtually and QR codes that connect customers with multimedia content where they can discover everything they need to know about a product. In addition, smart mirrors let shoppers become creators. They can use product samples to create looks which the mirror then captures. Featured brands and Allure’s editorial team will regularly host in-store events, tutorials and masterclasses. New York-based brand, Still Here NY, designed the custom uniform jumpsuits worn by store staff.
“We are so excited to open the doors to the Allure Store and welcome people who are already part of our audience and those who may be meeting Allure for the first time,” said Michelle Lee, the magazine’s editor in chief. “This space provides an extraordinary opportunity to highlight Allure’s favorite brands, and it gives shoppers the chance to experience our editors’ picks, including the Best of Beauty Award winners, all in one place.”
Markus Grindel, managing director, global brand licensing, Condé Nast, said, “As consumers begin to return to in-store shopping, innovation is critical for brands to cut through the noise. Allure Store is reimagining retail with an entirely new approach to beauty, combining its trusted editorial voice and unparalleled expertise to create a first-of-its-kind, 360-degree immersive shopping experience. The store illustrates how much we can flex our powerful brands by extending Allure’s iconic IP into a physical retail space.”
