Condé Nast has announced the launch of the Allure Store — an experiential retail concept by Allure, the global beauty authority.
The Allure Store will open as a stand-alone brick-and-mortar store, in partnership with STÔUR Group. The store will bring a physical touchpoint to the Allure offering, inviting shoppers and the beauty community at large to join the brand’s audience.
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 curated selection of the world’s best beauty products. The store will be led by Allure’s authoritative and trusted editorial voice.
“The Allure audience has shown that it’s intensely loyal and trusts our expertise — something we are so grateful for,” says Michelle Lee, editor in chief, Allure. “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. This space will allow us to introduce our brand to new beauty enthusiasts and expand the Allure family.”
As the brand celebrates its 30th anniversary in 2021, it has experienced a 20 percent year-over-year increase in traffic and a 25 percent year-over-year increase in time spent, reflecting how consumers are increasingly reliant on the insights and product recommendations from the beauty experts that they trust.
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 makeup, haircare and skincare brands that have been featured in Allure.
“We are thrilled to announce the launch of the Allure Store, designed to bring the brand to life with a unique and immersive shopping environment where customers can shop by Allure’s globally respected headlines for a truly seamless experience,” says Markus Grindel, managing director, Global Brand Licensing. “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.”
Spanning 2,900 square feet over two floors, the store shelves will mirror Allure’s content themes including the Best of Beauty Awards, with seasonal product changes. The store will implement augmented reality capabilities for customers to try on products as well as smart mirrors and will be a hub for content creation. In addition to shopping, Allure’s editorial team will regularly host in-store events, tutorials and masterclasses.