Sephora has 'tiny' new store plans

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Sephora has 'tiny' new store plans

By Gina Acosta - 07/27/2017

Sephora is planning its "smallest footprint" in the U.S. yet with the launch of 2,000 foot freestanding studio stores.

The beauty retailer announced plans to roll out the new Sephora Studio concept across the U.S., with the first location opening in Boston this month. The studios will be less than half the size of a typical 5,500-square-foot Sephora store.

"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," Calvin McDonald, CEO of Sephora Americas, said in a statement about the launch.

Sephora said its smaller studios will be located outside of malls and are going to feature digital components and more curated experiences for shoppers during their visits. Order-in-store and same-day pickup options for online purchases will also be available there.

Sephora also plans to offer on-demand one-on-one services — 45-minute makeovers and 15-minute mini facials — at its new studios.

Additionally, the Sephora Studio will be the first store to offer what the beauty retailer is calling a 75-minute "Custom Makeover Plus."

The Sephora Studio integrates a variety of digital tools to optimize client experiences before, during and after their store visit. Among them are digital welcome and service menu screens for easy navigation and self-help, and beauty advisors with mobilized devices that can quickly service clients with appointment check in, looking up their Beauty Insider status, and retrieving ratings and reviews on any product throughout the store. 

Additionally, Sephora Studio on Newbury will feature two convenient omnichannel product delivery options, Order In Store and Same Day Pick Up. Both delivery features offer ease and convenience for purchase of product not available at the Studio. With Order In Store, Sephora Beauty Advisors can place the client order through with complimentary standard shipping or reduced next day shipping. For those that may need products faster, Sephora Studio on Newbury will partner with Sephora Prudential Center as one of the first stores to offer Same Day Pick Up. 

Starting in October, Boston area clients can purchase on their device via the Sephora app and pick it up at Sephora Prudential Center the same day.

All the best digital-enhanced beauty services that Sephora is known for will continue to be available, including the new Sephora Digital Makeover Guide, which optimizes the client’s personal beauty service experience by capturing her product, application and look preferences from her makeover. A record of her makeover experience is then delivered to her via email for easy reference in the future, making learning and playing with beauty even more accessible, anytime.

All Studio consultants have the highest levels of certification employees can earn from Sephora. These expert artists will provide on-demand one-on-one services at the Beauty Studio, which features eight seats and four sinks to aide beauty services centered in the store, in close proximity to the entire color and skincare assortment. The Beauty Studio features all Sephora services, like private 45-minute Custom Makeovers and 15-minute Mini Facials and Mini Makeovers, all of which start with a comprehensive skin consultation using exclusive new digital tools like the Moisture Meter and Skincare IQ quiz to accurately assess skin and aid in the selection of a custom skincare regime prior to services.

Additionally, the Studio will be the first store to offer a new Beauty Studio Service, Custom Makeover Plus, a 75-minute Custom Makeover with the client’s choice of Skincare Consultation or Mini Facial, for the most comprehensive beauty education at SEPHORA. Other tools available to beauty advisors include the Sephora + Pantone Color IQ touchscreens for scientifically precise foundation, lip and concealer shade matching. Sephora Studio will also feature the first Studio Concierge, a specially appointed store consultant dedicated to guide, service and connect clients with our experts and digital features in store, aide with services, check-in, and assist with a range of client inquiries and needs.

Sephora’s innovative retail strategy, which Retail Leader profiled in July, is designed to Teach, Inspire, Play and will extend to the Studio by encouraging clients to freely test, try products from a curated selection of brands across prestige cosmetics, skincare, hair care and fragrance.