Beauty retailer bareMinerals unveiled its new bareMinerals Shade Shop concept, in Manhattan’s SoHo area. The format puts a different spin on the company’s signature complexion products, merchandising them by what it calls shade family – light, medium, tan, dark and deep – in a streamlined, easy-to-navigate environment.
The store, which also sells other bareMinerals-branded beauty products, allows women to find everything they need complexion-wise in one location, specifically curated for her skin tone. Designed as a playground to test new concepts, the shop will be refreshed seasonally, with the first transformation taking place in November.
Inspired by the Northern California coastline, the open and airy, gallery-like two-level space utilizes raw, natural elements such as wood, polished concrete and repurposed brass fixtures to create a warm and refined atmosphere. One wall is dedicated to portraits featuring women (both models and the brand's employees) with responses to the question "What makes you feel beautiful?." Shoppers are invited to share their answers as well by texting to #bareyourself.
The loft-level floor of the shop is dedicated to special events and community activities, such as artistry workshops and girlfriend parties.