07.06.21
The Allure Store, an experiential retail store by Allure, opened in New York on July 1st. Beauty shoppers can also shop The Allure Store online.
Located in Manhattan at 191 Lafayette Street, every product is "thoroughly vetted and backed by the experts and influencers our readers trust," the shop states. It's designed "to embody the future of retail," the company says—turning the trusted voice from Allure magazine's pages into a 360-degree shopping experience.
The curated selection includes more than 280 makeup, haircare, and skincare products from more than 150 brands. All were handpicked and previously featured in Allure.
Michelle Lee, Allure's editor-in-chief, says, "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."
Markus Grindel, managing director, global brand licensing, Condé Nast, adds, "As consumers begin to return to in-store shopping, innovation is critical...The store illustrates how much we can flex our powerful brands by extending Allure's iconic IP into a physical retail space."
A Content-Driven Design, Tech Features, & More
The Allure Store is designed as a "content-driven format," reflecting Allure's themes, including its Best of Beauty Awards, with seasonal product changes.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.
Allure is celebrating its 30th anniversary this year. The Allure Store is open 11 am - 7 pm every day.
