Beauty Store Business

SEP 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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8 September 2017 | News SEPHORA ROLLS OUT SMALL-STORE FORMAT IN BOSTON In a surprising move, Sephora has announced its plans to open smaller, freestanding stores, about half the size of typical Sephora stores. Called the Sephora Studio, the first community store opened in late July on Newbury Street, Boston's famous high-end shopping area. The Studio's intimate format provides a more per- sonalized connection between clients and Sephora's knowledgeable beauty advisors, as well as digital technology for an enhanced shopping experience. "The Studio merges the best of an inclusive neighborhood retail environment with best-in-class digital tools that enable our expert beauty advisors to customize recom- mendations on an individual basis," says Calvin McDonald, CEO of Sephora Americas. At the Boston Studio, customers receive a digital welcome and can use service menu screens for easy navi- gation and self-help. Beauty advisors are available with mobilized devices to quickly service clients with appoint- ment check-in, accessing their Beauty Insider status and providing customer ratings information and reviews on any product throughout the store. If a product is not readily available, clients can use the Order In Store or Same Day Pick Up service to make a purchase that will be delivered to their home sans shipping costs or to a designated Boston Sephora for same-day pickup. The Studios will offer services such as 45-minute make- overs and 15-minute mini facials. The Newbury Street store is the first Sephora to offer what the beauty retailer is calling a 75-minute "Custom Makeover Plus." At a time when brick-and-mortar beauty stores are particularly challenged, the new Sephora Studio will be a formidable competitor to higher-end, neighborhood beauty retailers. SMASHBOX OPENS FIRST PHOTO STUDIO CONCEPT STORE A different kind of "playground" for beauty pros and beauty enthusiasts recently opened, purposefully situated in one of Los Angeles' coolest neighbor- hoods. Smashbox Cosmetics has launched its first U.S. flagship store on trendsetting Abbot Kinney Boulevard in Venice Beach. The cult favorite opened its doors to playful beauty-goers in mid-July. The Smashbox Studio store is photo-studio inspired and overflowing with personality, personal- ization, fun and pure beauty indulgence. It features studio lighting, props and backgrounds that custom- ers can use to capture their in-store beauty looks. And they can print them, post them, email or text them—even add them to the digital wall. "Walking into the new Smashbox Store is like walking into one of our L.A. sets at our studio," says Davis Factor, Smashbox Cosmetics founder and photographer. "There's so much to experience—it truly captures the imagination and inspiration that emanates from the studio." In-store technology features digital screens that stream social media feeds and live footage from the Smashbox photo studios; and the opportunity for customers to create their very own 3-D printed lipstick. Speaking of lips, the studio store offers customers the ultimate gift-with-purchase: Custom- ers can choose pigments and mix up their very own custom lip gloss at the Gloss Bar, following their purchase. They can also take advantage of interac- tive swatch stencils to add to photos. The studio is also available for special events, professional photography services and makeup schools to rent. From top left: courtesy of Sephora, courtesy of Smashbox The Elite Eye Mask TO ORDER: 800.690.1654 DISTRIBUTOR PRICING FREE SHIPPING AVAILABLE Extends the life of lash extensions and strip lashes Protects eyes and lashes during sleep, massage and travel Washable One size fi ts all Introducing LashSavers TM Eye Mask

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