INDUSTRY NEWS: SEPHORA’S NEW TEACH, INSPIRE AND PLAY CONCEPT STORE

SEPHORA  introduces a new beauty community experience with the completely renovated Powell Street location in San Francisco on, November 20th. It has created a revolutionary shopping experience built on its teach, inspire and play (TIP) approach.

The 8,500 square foot, free-standing store on Powell Street, called the SEPHORA BEAUTY TIP WORKSHOP, is the next-generation of the continuously evolving SEPHORA experience. It’s a virtual paradise of endless beauty options with over 13,000 products, and a store environment centered around discovery and innovation. It includes a wide array of services and classes that will make a visit to the store a one-of-a-kind, individualized experience, every time.

“To create Sephora’s Beauty TIP Workshop on Powell Street, we completely redesigned our store experience to reimagine it for our client today and into the future,” said Calvin McDonald, President & CEO of SEPHORA Americas. “By fusing exceptional hands-on service and technology, we’re creating a new experience that will teach and inspire, while allowing clients to play with beauty.”

Sephora_Beauty_TIP4Some of the distinctive re-imagined store features include The Beauty Workshop, the “heart” of the store design, and an integral part of the TIP experience. It’s a central workstation area where clients come to learn via group beauty classes with Sephora’s educated facilitators, and iPad stations, It accommodates up to 12 clients, with classes scheduled during and after store hours for maximum convenience. Another new addition at this location is The Skincare Studio, this new concept features stations to ease facilitation of the new Mini Facial service and Sephora’s exclusive Skincare IQ diagnostic, to help clients determine the best products based on their skin concerns.

Sephora_Beauty_TIP2Other interactive areas at the Powell street location include Fragrance IQ, a first-to-market sensory technology, InstaScent. Developed in partnership 5th Screen Digital, InstaScent allows clients to explore 18 scent families through an innovative delivery system. Additional interactive features include the new Hair Play Station and new Trend Tables, created to inspire customers to explore, play and try curated assortments of buzz-worthy and best-selling products.

The Powell Street location is the first of it’s kind for SEPHORA’s new TIP concept, but look out for another location to open in Boston Prudential Center. Stop by The SEPHORA BEAUTY TIP WORKSHOP at 33 Powell Street San Francisco, and discover all the new and innovative features. www.sephora.com

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