May 12, 2021

Sephora Goes Small With New Boston Location

Sephora is going micro.
On the heels of opening its largest-ever North America store in Manhattan (an 11,300-square-foot space on 34th Street), the beauty retailer is now unveiling its smallest location — a 2,000-square-foot shop at 88 Newbury Street in Boston, which will focus on services.
The concept, called Sephora Studio, will have an increased emphasis on artistry and skin-care services and opens Friday.
“In today’s retail environment where very little is constant and clients’ expectations are ever-evolving, one thing has remained true for Sephora: there is no better way to create meaningful connections with clients than through personalized experiences and a customized approach to beauty,” said Calvin McDonald, president and chief executive officer. “We could not be more focused on that notion than we are with the opening of Sephora Studio.”
McDonald said the format combines a neighborhood environment with digital tools so beauty advisers can provide customized recommendations to shoppers.
The location will feature makeup, skin care, hair care and fragrances, including Benefit, Bite Beauty, Bobbi Brown, Bumble and bumble, Caudalie, Drunk Elephant, Drybar, Fresh, Kat Von D Beauty, Milk Makeup, Ole Henriksen, Ouai, Sunday Riley, Nars and Verb.
Sephora Studio’s digital setup includes a digital welcome menu where customers can browse to help

Follow WWD on Twitter or become a fan on Facebook.

Read More…