MAC Cosmetics is targeting millennials and Generation Z customers with the design of several of its new stores. The company’s store in Orlando, Florida, which opened in the summer, is one of MAC’s top five outlets, and has seen a rise in sales approaching 20%.
The store features a 20ft-long table shaped like the ‘C’ of MAC, while an ‘M’ holds products and the cashwrap forms an ‘A’. Products are presented together rather than by category.
The store also features a 40ft-wide entrance, seven make-up stations and an animated LED screen. The ambience is designed to attract the younger customer to test products in-store.
On the store’s opening day, make-up artists helped people create the perfect selfie, which could be taken with singer Madison Beer in a photo booth.
Going forwad, MAC stores will no longer be down to size, said the company, but to the demographics of a particular area: two other formats include the ‘fashion authority template’, and flagships.
MAC’s next youth format store – a 930sqft outlet – will open in December in Union Square, New York.