Retail

Sephora Launches First Small Concept Store In Boston

Sephora has announced the launch of Sephora Studio, a new, 2,000-square-foot concept store in Boston that will focus on artistry and skin care services.

According to a news release, the opening of the brick-and-mortar Boston location comes on the heels of the company’s largest North American store opening on Manhattan’s 34th Street. The new Sephora Studio debuted on Boston’s famous high-end shopping destination, Newbury Street, on July 21.

“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 CEO of Sephora Americas. “We could not be more focused on that notion than we are with the opening of Sephora Studio. The Studio merges the best of an inclusive neighborhood retail environment with best-in-class digital tools that enable our expert beauty advisors to customize recommendations on an individual basis.”

The Studio will utilize several digital tools to optimize client experiences before, during and after their store visits, including digital welcome and service menu screens for self-help. Beauty advisors will be equipped with mobilized devices to quickly assist customers with everything from appointment check-in to looking up their Beauty Insider statuses.

The new store will also be home to the first Sephora Studio Concierge, a specially-appointed store consultant dedicated to guiding service and connecting clients with experts and digital features in store. The Concierge will also aid with services, check-in and assist with a range of needs.

In addition, the Boston location will offer customers the ability to order products in-store from the Sephora website. For those that need their beauty products faster, same-day pickup — where clients will be able to purchase products via the Sephora app and retrieve orders at Sephora Prudential Center the same day — will start in October.

The store will also offer a Custom Makeover Plus, a 75-minute Custom Makeover with the client’s choice of skin care consultation or mini facial.

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