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Sephora rolls out its new generation of connected stores

The Sephora retail brand is continuing to deploy its new concept of connected stores, the “New Sephora Experience”, with the opening of the first store of its kind in Paris, in the wake of the previous ones at the Nantes Atlantis (in Nantes outskirts) and Val d’Europe malls (Marne-la- Vallée, Paris greater area) and Bordeaux.

Implemented in France and in some European countries since the beginning of 2017, the “New Sephora Experience” concept, based on services and connected beauty, is no available in Paris at the Saint-Lazare railway station. With an area of 840m2, this new specially designed store proposes all the services associated with this concept and takes the experience one step further with new in-store areas.

A revisited shopping experience

In times of e-shopping and social networks, Sephora is banking on the complementarity between e-commerce and brick and mortar stores. An approach that required the introduction of new digital and physical services, often 100% personalized.

The Beauty Hub, a real laboratory of connected experiences, is taking centre stage in the new Sephora stores. Photo: © Yvan Matrat

The Beauty Hub, a real laboratory of connected experiences, is taking centre stage in the new Sephora stores. Photo: © Yvan Matrat

The Beauty Hub is undoubtedly the most telling example of this renewal. This service enables accessing, via iPads, to a virtual lookbook to find ideas and get inspired by new trends, test virtually beauty looks via the “Virtual Artist”, find the foundation color matching your natural skin tone with the “Color Profile”, or to share one’s looks and favorites with the beauty community thanks to the “Beauty Board”.

Travel-size formats

Mixing the codes of the Sephora universe with an urban architecture (concrete, raw ceiling), the Saint-Lazare “New Sephora Experience” store also offers new areas and new services. Customers can now discover a “Mini Skincare Market” with skincare products in a travel format and various low-price kits to test brands, and also a new display entirely dedicated to “Super Ingredients”.

A mask bar is available in the Saint-Lazare Sephora store. Photo: © Yvan Matrat

A mask bar is available in the Saint-Lazare Sephora store. Photo: © Yvan Matrat

A “Sephora Collection Mask Bar” was also given pride of place in the store for customers to enjoy an express application when purchasing a Sephora mask for the face, the feet, the hands, the lips or the eye area. Along the same vein, the retail brand also proposes to visit the “Amika Styling Bar” to experiment a hair care or a brushing with the brand products. Sephora also proposes its complimentary engraving service, which allows personalizing a perfume bottle, a makeup palette or a lipstick.

Premium Beauty News with AFP / Relaxnews

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  • Super ingredients find their place in Sephora's skincare offer. Photo: © (...)
  • The “New Sephora Experience” concept is setting foot in the Saint-Lazare (...)
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