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Jul 7, 2021
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Allure store opens in New York City

Jul 7, 2021

Media powerhouse Condé Nast has officially opened the doors to an experiential retail concept by its Allure brand in New York City's SoHo neighborhood. 

Allure store opens in New York City. - Allure

Located on Lafayette Street, the store offers an editorial-led selection of the world's best beauty products and is designed to share Allure's trusted voice through a 360-degree shopping experience.

The curated selection includes over 280 makeup, haircare and skincare products from more than 150 brands, all of which have been handpicked by the brand's beauty experts and previously featured in Allure. The selection reflects Allure's content themes and will include seasonal product changes. 

Meanwhile, a range of tech features offers an efficient shopping experience such as augmented reality to enable customers to try products virtually, and QR codes that drive customers to multimedia content for product information. Moreover, smart mirrors let users become creators by capturing created looks. 

"We are so excited to open the doors to the Allure Store and welcome people who are already part of our audience and those who may be meeting Allure for the first time," said Michelle Lee, Allure editor-in-chief. 

"This space provides an extraordinary opportunity to highlight Allure's favorite brands, and gives shoppers the chance to experience our editors' picks, including the Best of Beauty Award winners, all in one place.”

The store comes as Allure celebrates its 30th anniversary in 2021. It has experienced a 5 percent year-over-year increase in traffic and a 13 percent year-over-year increase in time spent, reflecting consumers' increasing reliance on insights and product recommendations. The store was created in partnership with STÔUR Group, a company that focuses on creating physical store experiences for online brands and publications.

"As consumers begin to return to in-store shopping, innovation is critical for brands to cut through the noise. Allure Store is reimagining retail with an entirely new approach to beauty, combining its trusted editorial voice and unparalleled expertise to create a first of its kind, 360-degree immersive shopping experience. The store illustrates how much we can flex our powerful brands by extending Allure's iconic IP into a physical retail space," added Markus Grindel, managing director, global brand licensing, Condé Nast. 

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