Global beauty retailer Sephora has unveiled its first new concept mini-store format, in Boston.
The Sephora Studio is contained within just 2000 sqft (190 sqm) and – in the company’s words – has an “emphasis on artistry and skincare services”.
The store opened on Boston’s high-end shopping strip, Newbury Street, on Friday.
“The Sephora Studio presents clients with an optimised store design and intimate format that fosters personalised connections between our clients and the store’s top-ranking beauty advisors,” said Calvin McDonald, president and CEO of Sephora Americas.
“In today’s retail environment where very little is constant and clients’ expectations are ever-evolving, one thing has remained true for Sephora: there is no better way to create meaningful connections with clients than through personalised experiences and a customised approach to beauty. We could not be more focused on that notion than we are with the opening of Sephora Studio.
“The Studio merges the best of an inclusive neighbourhood retail environment with best-in-class digital tools that enable our expert beauty advisors to customise recommendations on an individual basis,” said McDonald.
Online to Offline strategy
Sephora Studio integrates a variety of digital tools to optimise client experiences before, during and after their store visit. Among them are digital welcome and service menu screens for easy navigation and self-help, and beauty advisors with mobilised devices that can quickly service clients with appointment check in, looking up their Beauty Insider loyalty program status, and retrieving Sephora.com ratings and reviews on any product throughout the store.
Additionally, Sephora Studio features two omnichannel product delivery options: order in store and same day pick-up. Both delivery features offer ease and convenience for purchase of product not available at the store. With order in store, Sephora staff can place the client’s order through Sephora.com with complimentary standard shipping or reduced next day shipping. For those who may need products faster, Sephora Studio will partner with another Boston store, Sephora Prudential Center, one of the first Sephora US stores to offer same day pick up.
From October, Boston area clients can purchase on their device via the Sephora app and pick it up at Sephora Prudential Center the same day.
Teach, inspire and play
Meanwhile, Sephora’s innovative retail concept designed to Teach, Inspire, Play will extend to Sephora Studio by encouraging clients to freely test products from a curated selection of brands across prestige cosmetics, skincare, hair care and fragrance.
“Sephora Studio is a destination for iconic, cult and emerging prestige beauty brands, including makeup, skincare, haircare and fragrance such as Benefit, Bite Beauty, Bobbie Brown, Bumble and bumble, Caudalie, Drunk Elephant, Drybar, Fresh, Kat Von D Beauty, Milk Makeup, Ole Henriksen, Ouai, Sunday Riley, NARS and Verb. The studio will offer clients a safe place to learn, play and master new looks with ongoing inspirational group learning-style Sephora Beauty Classes,” the company said.
Clients can drop by to check makeover availability or book a premium service at one of the eight beauty studio seats in advance using Sephora’s client reservation system available online, through its app and via Facebook Messenger.
