The Allure store is finally here.
The beauty magazine opens the doors to its first physical retail store on Lafayette Street in New York City on Thursday. The shop will offer a curated selection of more than 270 makeup, hair care and skin care products picked out by the editorial staff at Allure, which celebrated its 30th anniversary earlier this year.
The Allure store, which operates as a partnership between Cond Nast and the Stur Group, will also offer special technology to assist customers through their shopping experience. Features include augmented reality capabilities allowing customers to try products virtually, QR codes that customers can scan to discover more information regarding a product, and smart mirrors.
This space provides an extraordinary opportunity to highlight Allures favorite brands, and gives shoppers the chance to experience our editors picks, including the Best of Beauty Award winners, all in one place, said Michelle Lee, Allure editor in chief, in a statement.
Sonny Gindi, creative director and co-founder of the Stur Group, a company that specializes in turning online feeds into physical retail, told WWD one of the biggest drivers behind their collaboration with Allure is the brands success in modern online shopping.
Social media works so well when it comes to conversion, and the answer is content and influencers. So the question we faced was, how do we take what e-commerce and social do so well and apply it to retail? Gindi told WWD. We did that by teaming up with the biggest influencer in the industry, and thats Allure magazine. When it comes to beauty and skincare, theyre the number one influencer.
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, Markus Grindel, managing director of global brand licensing at Cond Nast, said in a statement.