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Beauty magazine to enter brick-and-mortar retail

Allure cover

Allure magazine, owned by media giant Condé Nast, plans to open its first-ever physical store in the fall.

Located in New York City’s SoHo neighborhood, the two-level, 2,900-sq.ft. Allure Store promises shoppers a 360-degree immersive retail experience, with a curated selection of the world’s best beauty products, curated by staffers at Allure, which is celebrating its 30th anniversary this year. The assortment will mirror Allure’s content themes, including its popular “ Best of Beauty Awards,” with seasonal product changes.

The store will also feature  augmented reality capabilities for customers to try on products, as well as smart mirrors. When live events return, Allure’s editorial team will regularly host in-store events, tutorials and master classes. 

The Allure Store will be crafted to reflect Allure’s print and digital experience while integrating the brand’s beauty expertise. Allure has already dipped its toe in retail via its Allure Beauty Box, a handpicked selection of editor-approved beauty products that launched in 2012. The company said the offering has been a success among subscribers, with revenue up 20% year-over-year.

The Allure Store will open as a stand-alone store, in partnership with STÔUR Group, which specializes in turning online destinations into physical retail and will manage operations.

“The Allure audience has shown that it’s intensely loyal and trusts our expertise—something we are so grateful for,” said Michelle Lee, Allure’s editor-in-chief. “We’re thrilled that the Allure Store provides us with the opportunity to really connect with them, and to truly bring the brand to life “This space will allow us to introduce our brand to new beauty enthusiasts and expand the Allure family.”





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