Makeup artistry brand Make Up For Ever has opened its new brick-and-mortar U.S. flagship store at 731 Lexington Avenue in New York City, the brand’s largest retail venture yet. The new store joins five existing U.S. Make Up For Ever boutiques and the New York City Pro Studio, a special Downtown Manhattan boutique targeting professional makeup artists and savvy makeup users.
The store is the 33-year-old brand’s first global flagship and the first U.S. location to feature Make Up For Ever’s Go Pro Makeup, a “live makeup tutorial experience for people of all skill levels, as well as an easy to shop concept”. The personalized service allows up to seven guests to learn and play with various makeup techniques at their leisure, or sit for complimentary group classes to learn with the guidance of a Make Up For Ever professional makeup artist, at no cost or obligation to purchase. At any time during store hours, the Go Pro Makeup bar is open for guests to learn and play. “The store’s artists are trained to customize their support level to each guest’s desired experience, ranging from simply offering the optimal shades to providing personalized, one-on-one lessons,” says the brand.
The service launches with 10 techniques from which guests can choose. Looks will shift seasonally and as trends emerge. The initial lineup includes both timeless and trend-driven options for complexion, lips and eyes, such as Correct and Conceal, Bronze Glow, Flawless Matte Complexion, Highlighting and Contouring, No Makeup Makeup, Metallic Lip, Smoky Eye, Brow Perfection, 5 Minute Makeup and Flawless Ultra HD Complexion.
Recently launched in select locations in Paris, Singapore and London, the Go Pro Makeup bar at Make Up For Ever Lexington Avenue is the first of its kind in the U.S. The custom-designed, three-sided bar features a moving belt, similar to a sushi bar. Various sets of products grouped to create specific makeup looks rotate slowly around the bar, allowing guests to hand-pick the makeup skill they want to learn.
"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."
Make Up For Ever’s new flagship store also features a digital lash bar, allowing guests to virtually try on the brand’s 50 false lash styles, and custom-designed overhead lighting specifically designed to be optimal for makeup application. Full makeup application and waxing services complete the store’s self-service to full-service model.
