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Condé Nast opens doors to new concept "Allure" beauty store in New York

Gaelle Walker
07 July 2021

Global media company Condé Nast has opened the doors to its experiential new "Allure" beauty store on New York City's Lafayette Street.

Following many months of development, the new concept store acts as a physical extension of the Allure brand - bringing its key content themes and "editors’ picks" into a physical retail space.

The store holds a curated selection of more than 280 makeup, haircare and skincare products from more than 150 brands, all of which have been handpicked by Allure's own beauty experts and previously featured in Allure.

The store also highlights products from its Best of Beauty Awards, along with seasonal product changes, all of which are backed by in-store events, tutorials, and masterclasses led by Allure's editorial team.

Shoppers can also experience a range of tech innovations such as augmented reality capabilities that enable them to try products on virtually and QR codes that drive them to multimedia content to help them learn more about products.

Additionally, smart mirrors let users become creators by using the product samples to create looks, which the mirror then captures.

Allure editor in chief Michelle Lee said: "We are so excited to open the doors to the Allure Store and welcome people who are already part of our audience and those who may be meeting Allure for the first time."

"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."

Condé Nast managing director, global brand licensing, Markus Grindel added: "As consumers begin to return to in-store shopping, innovation is critical for brands to cut through the noise.

“Allure Store is re-imagining retail with an entirely new approach to beauty, combining its trusted editorial voice and unparalleled expertise to create a first of its kind, 360-degree immersive shopping experience.

“The store illustrates how much we can flex our powerful brands by extending Allure's iconic IP into a physical retail space."

In the UK, publishing brand Marie Claire launched the Fabled beauty store concept in partnership with Ocado in 2016.

The store was later bought by Next in 2019 but was closed down in December 2020. A wide of beauty products are still available via Next online.

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