SEPHORA just opened a small concept store in Boston. This 2,000 square foot store will be located on Newbury Street and will be the brand’s first digitally-enhanced, service-centric store to date. The brand says the store’s entire purpose for existence is to drive personal connections with clients and a customized shopping experience. Because of the small format, clients will have more access to beauty advisors – all of which will be Custom Makeover-certified, the highest level of certification offered by SEPHORA. So far, there are no other plans to open more of these concept stores in other areas of the U.S., but hopefully this one does really well and they decide to open up others in places such as…I don’t know….Dallas, Texas. hahahaha
Highlights of the store include:
- No cash wrap *instead, the iPhone 7 will serve as the mobile point of sale
- Digital Makeover Guide: SEPHORA’s first interactive face chart that is a record of the specific service clients received, combined with customized product and application tips – connecting her experience in-store to her personal beauty journey at home
- Digital Skincare Guide: Sends a personalized skincare regimen to the client after a skincare consultation or mini facial
- Beauty Studio Check-In: Online reservation tool to check clients in for services + classes
- SEPHORA Client App: Cast members can reference the SEPHORA app to quickly service clients, check Beauty Insider status and Sephora.com ratings and reviews on any product throughout the store
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Personal One-on-One Services
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Mini Services (15 minute makeovers/facials)
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Custom Makeovers (45 minutes)
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Custom Makeover Plus (75 minutes)
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Group-learning Style Beauty Classes
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Studio Concierge — best matches the client with the appropriate consultant based on beauty need
Digital components include:
- New digital screens located at the entrance – this offers easy navigation + self-help for clients
- Moisture Meter – for personalized skincare consultations
- Color IQ iPads – for scientifically precise foundation, lip and concealer shade matching.
- SEPHORA Virtual Artist app – augmented technology that allows users to virtually try-on thousands of lipstick, cheek, concealer and false lashes options using 3D imaging on the clients’ own face via her smartphone.
- Online reservation iPads for client check-in + appointment scheduling for services/classes
