Sephora Is Completely Changing How You Shop for Makeup
By Carolyn Hsu |
One thing everyone loves about shopping at Sephora is getting to try on anything and everything. In fact, we’ll bet that on more than one occasion, you’ve popped into your local store to do a little post-work or pre-event touchup/makeover.
The retail giant knows this as well, which is why it’s rolling out a new store concept that’s all about teaching, inspiring and playing with all things beauty. At the heart of this new concept, called Sephora Beauty TIP Workshop, are in-store digital work stations (think mega tablets) where shoppers can watch beauty tutorials, consult with makeup artists and experiment with products to create the look.
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But, it doesn’t stop there. The new concept also helps shoppers streamline their skin care needs and better try products in store before they buy. “We now have the four-seat Skincare Studio, which includes a sink so that we can provide elevated services in skin care,” Sephora America president and CEO Calvin McDonald tells WWD.
Also on tap: A fragrance technology called InstaScent, which guides shoppers through 18 different scent families, helping them narrow down to the right perfume pick. According to WWD, in 2016, the store will also unveil a Hair Play Station that lets shoppers test tools like hair dryers and curling irons.
Sephora TIP Workshop opened its first store in San Francisco on Friday with plans to launch in Boston next. And, if beauty mavens end up responding the way the store thinks they will (i.e. fully obsessed), this new beauty playground could soon be coming to a city near you.