• by Ray Schultz , July 7, 2021

Allure magazine has entered the retail arena with a store on Lafayette St. in the SoHo section of New York City. 

The store, which features a curated selection of over 280 makeup, hair-care and skincare products, serves as a physical extension of the Allure brand, according to parent Conde Nast. Opened on July 1, it is being run in partnership with the STÔUR Group.

The launch is a statement of faith, given that stores throughout the city closed their doors during the pandemic. 

The pink-themed store leverages the magazine’s editorial voice to create a “first of its kind, 360-degree immersive shopping experience,” claims aid Markus Grindel, managing director, global brand licensing, Condé Nast. 

For example, the retail outlet features smart mirrors that allow shoppers to test product samples and create looks that are captured in the mirrors.

In addition, the location features augmented-reality capabilities that allow customers to try products virtually, along with QR codes leading them to multimedia content. 

Moreover, the store will give consumers the chance to “experience our editors’ picks, including the Best of Beauty Award winners, all in one place,” states Michelle Lee, Allure editor in chief.

The in-store staffers are wearing custom jumpsuits designed by Still Here NY. 

Among the attractions are in-store events, tutorials and masterclasses hosted by featured brands and the Allure editorial team.

Lee notes the store will “welcome people who are already part of our audience and those who may be meeting Allure for the first time.” 

Now celebrating its 30th anniversary in 2021, Allure has experienced a 5% increase in traffic YoY and a 13% year-over-year increase in time spent, the company claims.