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Condé Nast to open beauty concept Allure Store in New York

Gaelle Walker
28 January 2021

Publishing giant Condé Nast is to open an experiential beauty concept Allure Store in New York later this year

The store, which is being launched in partnership with the STÔUR Group, will bring the Allure brand to life, offering shoppers a 360-degree immersive retail experience, featuring a curated selection of the world’s leading beauty products.

Located on New York City’s Lafayette Street, the 2,900 sq ft store will mirror Allure’s content themes, including the Best of Beauty Awards and The Allure Beauty Box plus seasonal product changes.

Smart mirrors and augmented reality capabilities will allow customers to try on products and Allure’s editorial team will also host regular in-store events, tutorials and masterclasses in the space, which will be split over two floors.

Commenting on the launch, which also coincides with Allure's 30th anniversary, editor in chief Michelle Lee said: “This space will allow us to introduce our brand to new beauty enthusiasts and expand the Allure family.”

The store will embody the future of retail, crafted to reflect Allure’s print and digital experience while integrating the brand’s unparalleled expertise.

“The store will offer the best of makeup, haircare, and skincare brands that have been featured in Allure.”

Allure managing director, global brand licensing, Markus Grindel added: “The store marks an expansion of our direct-to-consumer experiences across the globe, and we hope that this news excites those looking ahead to when in-store shopping resumes.”

The Allure Store will open its doors on Lafayette Street in New York City this autumn.

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.

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