Teach, Inspire, Play: Sephora’s Edutainment Flagship
French beauty retailer Sephora has unveiled a brand new physi-digital concept store in San Francisco dubbed the Sephora Beauty TIP Workshop – a synonym expressing a manifesto based around teaching, inspiring and playing.
The dominating feature of the 8,500 sq ft space is 12 workshop stations devised for communal beauty tutorials, allowing up to 12 shoppers at a time to learn tricks from skilled members of staff. The stations are also equipped with iPads and wi-fi, granting access to Sephora's online beauty tutorials and enabling participants to share their final looks via social media.
Shoppers can also play with Sephora's other existing technologies, such as the virtual make-up app Pocket Contour (see Sephora: Omni-Channel Push), or the Beauty Board – its shoppable online gallery of crowdsourced looks created using Sephora products. The search option 'People Like Me' allows consumers to filter content for specific skin tones or hair textures. The store also features 'Digital Trend Tables', which show the bestselling products online (updated in real-time).
The concept will gradually be rolled out globally, with the next TIP Workshop opening in February 2016 in Boston.
For more information on key beauty retail strategies, see Teen-Targeted Beauty: Retail, Sephora's Micro 'Flash' Omni Store, Selling Beauty Online, Rethinking Beauty: Digital Worlds, Bespoke Beauty: New Retail Strategies and Mac Pro Beauty Flagship, London. For more on the power of mixing retail, education and entertainment, see Edutainment Retail and YouTube's Beauty Advocates.