Allure Store Turns The Page On Experiential Retail

Developed in partnership with STÔUR Group, the standalone retailer will embody the way forward for the retail expertise and span 2,900 sq. ft over two flooring. Crafted to mirror and combine the Condé Nast platform’s unparalleled expertise and experience throughout the wonder class, the shop will inventory a extremely curated number of over 280 make-up, haircare and skincare merchandise from greater than 150 manufacturers together with trade luminaries Neutrogena, Danessa Myricks, La Roche-Posay, Dermalogica, and Bobbi Brown, Tatcha, Charlotte Tilbury, in addition to newcomers like Meloway, which makes mascara, and Naturally Drenched, a haircare line. The high-tech, expert-recommended and editor-favorited retail event affords customers a 360-degree immersive expertise led by the trusted editorial voice of Allure by bringing the pages and on-line content material of Allure right into a bodily retail area. The progressive new retailer’s cabinets will function a bodily mirror to Allure’s content material themes, drawing inspiration from such content material options because the publication’s “Best of Beauty Awards” successful merchandise, and the wonder merchandise in inventory may also be rotated seasonally.  Brands pay a small price to Allure to be featured within the retailer, and in trade, manufacturers profit from the elevated model consciousness and visibility, entry to retailer knowledge analytics and gross sales earnings. Products are merchandised by class commonalities reminiscent of skincare, haircare, and make-up as an alternative of by model, and are grouped underneath magazine-style “headlines,” reminiscent of “Here’s How to Get Soft, Dewy Skin All Year Long,” creating a novel procuring expertise. Allure capitalizes on shoppers’ familiarity with QR codes, permitting customers to scan every product and discover data on the product, hyperlinks to the corresponding model’s social media, and the place the product was featured throughout the Allure content material household. The retailer will implement augmented actuality capabilities for purchasers to attempt on merchandise, in addition to sensible mirrors, and will likely be a hub for content material creation. Outside of the procuring event, Allure’s editorial workforce plans to usually host in-store occasions, tutorials and masterclasses hosted by magnificence influencers like Deepica Mutyala, amongst others, throughout the new area. In addition to tapping its personal extremely regarded editorial workforce for product curation and merchandising, Allure is working with Aurora James, founding father of the 15% Pledge, to achieve the objective that 15 p.c of the manufacturers showcased within the progressive new retail expertise are from Black-owned companies. The Allure retailer’s progressive method to merchandising, and the platform’s distinctive leveraging of its personal editorial authority over a selected class, highlights the brand new methods manufacturers can execute on an omnichannel retail technique. Allure’s content material household spans greater than only a journal and web site, it additionally boasts two podcasts, a subscription magnificence field, and a collection of social platforms. By integrating a bodily retail expertise into its suite of choices, the model will solely proceed to attract extra customers into its universe.

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