Sephora opens tech-based beauty workshops in New York

Beauty and cosmetics brand Sephora is reopening two of its New York stores, and transforming them into Beauty TIP (teach, inspire, play) Workshop concepts.

Sephora opens experiential beauty workshops in New York
Sephora opens experiential beauty workshops in New York

Shoppers will be able to visit the stores for one-on-one makeovers, and try out a range of technologies which aim to enhance the beauty experience. For example, guests will be able to test the Sephora + Pantone Color IQ touch screens for foundation, lip and concealer shade matching.

The stores will be located on New York's 34th Street and Fifth Avenue, and feature gifting stations as well as mobile POS stations. The Fifth Avenue store will invite guests to experience digital beauty techniques such as the Anastasia Brow Studio. The 34th Street location will give shoppers the opportunity to try out a beauty workshop with more than 26 seats, functioning a space of cosmetic education and learning.

Also on offer will be Sephora's visual artist technology available on Ipad stations; a digital moisture metre which measures the moisture on the skin; a skincare studio for for mini facials and consultations, as well as a touchscreen display to access Sephora’s Skincare IQ diagnosis; Tap and Try technology for customers to virtually try on lip or lash products; and a fragrance studio featuring a sensory technology called InstaScent to help guests find their perfect fragrance. 

Sephora's TIP stores also operate in San Francisco, Boston, Chicago, Santa Clara, California, and Toronto.

More: Earlier this month, Benefit revived its 'Bold is Beautiful' project with a #RaiseABrow pop-up in London. Condé Nast's Glamour Beauty Festival returned to London in Marchwith activations from brands such as Fiat, Garnier and Estée Lauder.

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