Global beauty authority Allure opens a new retail store in New York City. The Lafayette Street retail outlet is described as a “new experiential” store by Allure. Meanwhile, the beauty publisher’s store has an “editorial-led” selection of beauty products. Finally, the store is located at 191 Lafayette Street and is open 11am-7pm every day.
Allure Store has more than 280 makeup, haircare and skincare products are handpicked by the brand’s own beauty experts.
“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. This space provides an extraordinary opportunity to highlight Allure’s favorite brands, and gives shoppers the chance to experience our editors’ picks, including the Best of Beauty Award winners, all in one place.”
Michelle Lee, Allure editor in chief
What’s In Store?
The store implements the latest tech for efficient shopping. For example, augmented reality capabilities that enable customers to try products virtually. Furthermore, QR codes 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.
“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.”
Markus Grindel, managing director, global brand licensing, Condé Nast
Allure Store operates as a partnership between Condé Nast and the STÔUR Group.
