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Brief Published: 16 May 2017

Sephora’s ‘Greatest Hits’ Experiential Flagship

Sephora's amplified Beauty Studio

French beauty retailer Sephora has launched its largest global flagship store near Herald Square in New York – an experiential concept that unites enhanced versions of many of its most successful existing retail design concepts, plus some new services.  

The monumental, 11,300 sq ft venue carries 13,000 products – 3,000 more than the typical Sephora store. Key features include:

  • TIP Workshop: The company’s Beauty TIP (teach, inspire, play) Workshop format, first introduced in San Francisco, delivers on-site beauty courses that are taught by trained staff and can be followed along with an iPad. See full blog for more.
  • Beauty Studio: An amplified Beauty Studio offers makeovers to visitors. While the format is familiar to Sephora stores, this destination includes double the usual amount of seating and mirrors with adjustable lighting, along with two tablets that allow customers to virtually trial products. See also Magic Mirror Shoppable Beauty Tutorials.
  • Skincare Studio: It also houses the city’s first Skincare Studio (also debuted at the San Francisco flagship), where consumers receive bespoke facials following one-on-one skin consultations with the Sephora team.

  • Fragrance Studio: Unique to this store is the Fragrance Studio – a sensorial station featuring new InstaScent technology (developed with US tech brand 5th Screen Digital) that lets consumers test scents by inhaling them through a nozzle. Complimentary on-site custom bottle engraving is also available. See also Selling Scent.

See also Beauty Flagships, Next-Gen Beauty Marketing, Sephora’s Micro ‘Flash’ Omni-Store, Luxe Brands Launch ‘Beautiques’, L’Occitane Guide & Play Flagship and Bespoke Beauty: New Retail Strategy.