Allure opens its first-ever store

Marianne Wilson
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The Allure Store

Allure has opened its first physical store, in New York City’s SoHo neighborhood.

The 30-year-old beauty magazine’s first retail outpost offers a curated selection of more than 280 makeup, hair care and skin care products that were selected by the Allure editorial staff and previously featured in Allure.  More than 150 brands are featured, including the magazine’s popular Best of Beauty Award winners.

The two-level, 2,000-sq.-ft. store,  a partnership between Allure publisher Condé Nast and the Stôur Group, is designed to serve as a physical extension of the Allure brand. It  boasts technology enhancements to provide for a more efficient and seamless shopping experience.

The tech features include augmented reality capabilities that enable customers to try products virtually and QR codes that link to multimedia content where customers can learn more about a product. There are also smart mirrors that let shoppers become creators by using the product samples to create looks, which the mirror then captures.  

The Allure store will regularly host in-store events, tutorials and masterclasses from the featured brands and Allure’s own editorial team. The store employees are outfitted in uniform jumpsuits custom-designed by New York-based Still Here NY.

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,” said Markus Grindel, managing director, global brand licensing, Condé Nast.  The store illustrates how much we can flex our powerful brands by extending Allure's iconic IP into a physical retail space.”