Allure store opens its doors in NYC

Condé Nast’s US beauty brand – Allure – yesterday opened the Allure Store, a new experiential retail store, on New York City’s Lafayette Street.

Allure store opens its doors in NYC
Markus Grindel: “Allure Store is reimagining retail with an entirely new approach to beauty.”

The store offers an editorial-led selection of the world’s best beauty products and is designed to embody the future of retail by seamlessly integrating Allure’s trusted voice into a 360-degree shopping experience, says Condé Nast.

The store sells a curated selection of more than 280 makeup, haircare and skincare products from more than 150 brands, which have been handpicked by the brand’s beauty experts and have been previously featured in Allure.

According to Allure, the store provides an unparalleled level of expertise and innovation by bringing the pages of Allure into a physical retail space where customers can shop by the award-winning brand’s headlines.

“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, Allure editor in chief. “This space provides an extraordinary opportunity to highlight Allure’s favourite brands, and gives shoppers the chance to experience our editors’ picks, including the Best of Beauty Award winners, all in one place.”

“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,” said Markus Grindel, managing director, global brand licensing, Condé Nast.

Allure Store, designed with a truly immersive, content-driven format, reflects Allure’s content themes including the iconic Best of Beauty Awards, with seasonal product changes, says Condé Nast.

The store also implements a range of tech features for an efficient shopping experience, such as augmented reality capabilities that enable customers to try products virtually, and QR codes that drive customers to multimedia content where they can discover everything they need to know about a product. Additionally, smart mirrors let users become creators by using the 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, has designed custom uniform jumpsuits for Store staff.

The store will serve as a physical extension of the Allure brand, say the publishers.

Keep up-to-date with publishing news: sign up here for InPubWeekly, our free weekly e-newsletter.