Condé Nast has disclosed it will launch an experiential retail concept by Allure, the global beauty publishing brand, in partnership with STÔUR Group who specialize in turning ‘online destinations into physical retail experiences’.
Opening its doors on New York City’s Lafayette Street later this year, the store will offer shoppers a 360-degree immersive retail experience, featuring a specially curated and hand-picked selection of the world’s leading makeup, haircare, and skincare brands that have been featured in Allure.
Condé Nast claims the Allure Store will “bring a physical touchpoint to the Allure offering, inviting shoppers and the beauty community at large to join the brand’s audience of over 25 million readers”.
Spanning 2,900 square feet over two floors, the store shelves will mirror Allure’s content themes alongside seasonal product changes. The store will implement augmented reality capabilities for customers to try on products, as well as smart mirrors, and will regularly host in-store events, tutorials and masterclasses.
Condé Nast is no stranger to leveraging its brand equity and launching high-end physical concepts, with its seven Vogue restaurants probably its most high profile example. The publisher has also continued to invest in physical concepts at a time when Covid-19 uncertainty has put a hold on similar investments across much of the world. In November 2020, Condé’s hospitality division opened a Beijing café under license, and this year it will open a similar café in Shanghai.
The Allure Store itself follows the success of the Allure Beauty Box, a selection of editor-approved beauty products that launched in 2012, which has been a considerable success with revenue up 20% YoY.
“The Allure audience has shown that it’s intensely loyal and trusts our expertise—something we are grateful for. We’re thrilled that the Allure Store provides us with the opportunity to really connect with them, and to truly bring the brand to life,” said Michelle Lee, Allure’s Editor in Chief.
Markus Grindel, Managing Director, Global Brand Licensing, 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.”
Editor’s note: Allure is published in the U.S. by Condé Nast and in South Korea under license agreement with Doosan Group.