By  on February 24, 2017

For Barneys New York and Alicia Yoon, creating the retailer’s first mask bar started with defining luxury.“Korean beauty has so many different amazing innovations in masks to offer, but we’re trying to figure out who is the Barneys customer and how we define luxury for them,” said Alicia Yoon, founder and chief executive officer of Peach & Lily. “We thought let’s define luxury in the way that people really feel about luxury emotionally.”Yoon used her  knowledge on K-beauty and experience working with Korean companies to curate a portion of the mask bar with some brands already featured on her e-commerce site and others now exclusively carried at Barneys.When finding products that met her and Barneys’ standard of luxury, Yoon kept three things in mind: indulgence, precious ingredients and effective sleeping masks.“I personally don’t think luxury is necessarily defined by price point alone these days,” she continued on how she curated the collection. “I wasn’t saying ‘all of these masks need to be X dollars and higher,’ but instead ‘what should these masks offer in how we’re defining luxury?’”The collection includes a wide variety of different mask formats, including sheet, rubber, overnight, hair and hand masks, among others. In addition to carrying Peach & Lily’s own collection of sheet masks, the mask bar also includes new brands like Starskin, Karuna and Dermovia and other brands, like Shangpree, Eco Your Skin and Wish Formula, which are familiar to the Peach & Lily customer.“What we wanted to add is a really playful, fun area that customers can come in and pick up a product at a lower price point,” said Jennifer Miles, vice president and divisional merchandise manager of cosmetics at Barneys, on why the retailer tapped into the K-beauty craze. “Our Barneys beauty customer is super savvy, she knows about the trends and she definitely knows about K-beauty. We really wanted to be able to offer these products to our customer and not send her somewhere else to get them.”Yoon went about curating the collection the same way she does for her own e-commerce site. During multiple trips to South Korea, Yoon met with top dermatologists, aestheticians, labs, celebrities and regular shoppers to see what the latest ingredients and innovations are. For her, quality is of the utmost importance to ensure she brings an effective product to the U.S. consumer.“I love that Barneys is so innovative and they have such a unique perspective on luxury,” Yoon continued. “For the mask bar, luxury doesn’t need to be defined by price point, [the customer] defines it. There is a certain understanding that Barneys will curate things that are quality, but also have this fun element of discovery. K-beauty goes hand-in-hand with that.”The collection of 30 masks is currently available at Barneys’ Madison Avenue and Downtown locations and online. The masks range in price from $5 to $60.

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