Condé Nast to open first immersive beauty specialist Allure Store in New York City

Published on: 28th January 2021

Condé Nast has detailed the upcoming launch of its first Allure Store to New York City’s Lafayette Street, billing the concept store as an immersive shopping experience that will feature a curated selection of the world’s best beauty products, led by Allure’s own trusted editorial voice.

The Allure Store will open as a stand-alone brick and mortar store, in partnership with STÔUR Group and 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.

Allure is celebrating its 30th anniversary this year having seen a 20 per cent year on year increase in traffic and a 25 per cent year on year increase in time spent – a reflection, it states, of how consumers are increasingly reliant on the insights and product recommendations from trusted beauty experts.

“The Allure audience has shown that it’s intensely loyal and trusts our expertise – something we are so 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.

“This space will allow us to introduce our brand to new beauty enthusiasts and expand the Allure family.”

The store has been designed to ’embody the future of retail’ and crafted to ‘reflect Allure’s print and digital experience while integrating the brand’s unparalleled expertise’. The store will offer the best of 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,” said 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 iconic 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.

The Allure Beauty Box, a handpicked selection of editor-approved beauty products that launched in 2012, has been a success among subscribers, with revenue up 20 per cent year on year.

The Allure Store will open its doors on Lafayette Street in New York City in Fall 2021. Allure is published in the U.S. by Condé Nast and in South Korea under license agreement with Doosan Group.


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