Allure breaks into retail with New York beauty store

By Sarah Parsons 7-Jul-2021

The consumer magazine is said to showcase products featured in the magazine and branded awards

Allure, the US beauty consumer magazine, has broken into retail with a store that "offers an editorial-led selection of the world's best beauty products".

The New York City outlet stocks more than 280 make-up, hair care and skin care products from over 150 brands that have previously featured in the glossy.

Michelle Lee, Allure Editor in Chief, said: "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 Condé Nast-owned magazine is the latest product to venture into experiential marketing from the publisher, behind Glamour's beauty festival and Wired's conferences.

Rival magazine Marie Claire first experimented with bricks-and-mortar in 2010.

Markus Grindel, Managing Director of Global Brand Licensing for Condé Nast, added: "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."

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The Allure Store will offer augmented reality (AR) try-on services, QR codes to drive multimedia content and events hosted by the editorial team.