MAKE UP FOR EVER opened doors to it’s newest flagship boutique on February 24, in New York City at 731 Lexington Avenue. This marks the brand’s first global flagship and the first US location to feature MAKE UP FOR EVER’s GO PRO MAKEUP.  A unique no-pressure makeup application lesson concept never before seen in the US. Aside from the walk-in shopping experience, guests can perfect their makeup techniques one skill at a time or through the unique live makeup tutorials, and group lessons.

With the addition of GO PRO MAKEUP, this personalized service allows up to seven guests the opportunity to learn and play with various makeup techniques, or attend a complimentary group class to learn with the guidance of a MAKE UP FOR EVER professional makeup artist, at no cost or obligation to purchase. The GO PRO MAKEUP service launches with 10 techniques from which guests can choose. Looks will shift seasonally and as trends emerge.

“Opening the Global Flagship on Lexington Avenue is a hugely significant moment for us,” says Laure de Metz, MAKE UP FOR EVER General Manager, Americas. “Between the digitally enhanced store design, broad product assortment and unique educational experience of GO PRO MAKEUP, we’re bringing the core of our brand to life in a way that our customer has never seen before.”

At this new flagship store, self exploration with techniques and MAKE UP FOR EVER products are encouraged. During store hours guests can learn and play at the custom designed makeup bar, which features a moving belt similar to a sushi bar, where various sets of products are grouped featuring a specific makeup looks rotating slowly around the bar. Guests can hand pick the makeup skill they want to learn. The store’s professional makeup artists will provide a fresh set of MAKE UP FOR EVER Artisan Brushes for use and ensure that shades in the guest’s chosen set are the best match for their skin tone and preferences. Each station is outfitted with a well-lit makeup mirror, disposable hygiene tools, and even a USB port for charging mobile devices.

The technologically-enhanced flagship store has lots to offer from a digital lash bar, allowing guests to virtually try on MUFE 50 false lash styles, to full makeup application and waxing services, completing the store’s self-service to full-service model. A digital menu is displayed at the entryway to let clients know daily happenings in-store. This 731 Lexington flagship store joins five existing U.S. MAKE UP FOR EVER boutiques and the existing New York City Pro Studio.




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