![]() ![]() The NPD Group reports that in the prestige space, smaller brands like Anastasia Beverly Hills, IT Cosmetics, Too Faced, NARS, and Tarte have all seen significant growth. Over the years, Sephora has embraced the trend of indie makeup brands, which are exploding in popularity. 1 specialty beauty retailer in the world, according to Euromonitor International, which tracks beauty sales. This culture of innovation is a big reason why Sephora, which has 2,300 stores (and more than 600 stores in the U.S., including JCPenney outlets), is the No. ![]() Sephora was among the first beauty retailers to organize each store assortment by product instead of brand, to launch an e-commerce platform, to create native mobile apps, to integrate with social media platforms, to use beacons in-store, and to introduce mobile POS functionality. Although it is focused on prestige beauty, the retailer knew early on that beauty lovers shopped across all brands and that shoppers wanted to try products before they bought them - without having to ask a salesperson at a counter. Sephora has been a trailblazer in the beauty industry since the company was founded in Paris in the 1970s. It’s also no surprise that Sephora is leading the way on that technology. With the popularization of apps, social media and selfies, it’s no surprise that technology has become a crucial consideration for beauty retailers. Even as we introduce this concept to new stores and renovations, we are continually making enhancements that will consistently make the Sephora beauty experience more fun and fulfilling for our clients than anything they will experience anywhere else.” “By fusing hands-on service and technology, we’re creating a new experience that will teach and inspire, while allowing clients to play with beauty. “We are completely redesigning our store experience to reimagine it for our client today and into the future,” said Calvin McDonald, president and CEO of Sephora Americas. The new store concept - called Beauty TIP, which stands for Teach, Inspire, Play - is designed to leverage technology to create an in-store beauty playground for shoppers that is un-matched by any other retailer. And the retailer added a skin care studio with digital technology that measures moisture on skin. It put in a high-tech makeover station that complements Sephora’s mobile apps. At the new, larger version of Sephora - 12,000 square feet on 34th Street - the retailer installed dozens of sleek new iPads for shoppers to use. That’s because when Sephora opened its largest store in North America in New York City this year, the beauty retailer christened a new format designed to appeal to today’s beauty shopper.
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