Condé Nast’s Allure Store opens today, July 1, in the heart of SoHo. Spanning 2,900 square-feet over two floors, the experiential retail concept features a curated selection of beauty products merchandised by Allure’s editorial content and is designed to replicate the publication’s online and print experience.
More than 270 makeup, hair care and skin care products from over 170 brands are available at the brick-and-mortar store, reflecting content themes including Best of Beauty Awards, with seasonal product changes planned.
With consumers resuming in-store shopping following the global pandemic, Allure has adopted a tech-focused approach to minimize contact while offering engaging experiences. Augmented reality capabilities will enable customers to try products virtually, and QR codes are available to drive customers to multimedia content to learn more about a product. Additionally, guests can become content creators by creating looks with product samples that will be captured by smart mirrors. In addition to products, featured brands and Allure’s editorial team will regularly host in-store events, tutorials and masterclasses.
“As consumers begin to return to in-store shopping, innovation is critical for brands to cut through the noise. Allure Store is reimagining 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,” said Markus Grindel, Managing Director, Global Brand Licensing, Condé Nast.
The Allure brand celebrates its 30th anniversary this year, boasting an audience of over 25 million readers. The brand said it has experienced a 5 percent year-over-year increase in traffic and a 13 percent year-over-year increase in time spent. Through the store, Allure is aiming to expand its reach while also connecting with loyalists during their shopping journey.
Allure Store is open from July 1 between 11a.m. to 7 p.m. every day and is located at 191 Lafayette Street in New York City.