Sephora to Open In-Store Nail Bars

The brand is opening its first two Sephora Nail Studio Art + Lacquer Services featuring XpresSpa locations later this month.

Sephora’s new nail studio.

Get ready to get nailed at Sephora: the brand is opening its first two Sephora Nail Studio Art + Lacquer Services featuring XpresSpa locations later this month, with others to follow by yearend.

This story first appeared in the July 15, 2011 issue of WWD.  Subscribe Today.

The first two Sephora doors to get the new studios are the retailer’s 5 Times Square location in Manhattan and its Powell Street store in San Francisco, on July 25. A to-be-determined number of locations in New York City and California will roll out by yearend.

“Sephora is more than a traditional retail beauty experience for our clients,” said Sharon Rothstein, senior vice president of marketing for Sephora. “We broke through allowing our clients to touch, play and truly engage in all facets of our environment particularly through our service model that provides makeup applications, skin care services and other beauty sessions. With nail art proving to be an increasingly popular trend and growth category, the creation of the Sephora Nail Studio Art + Lacquer Services featuring XpresSpa was a natural service extension for us. We’ve seen significant client interest in nail and the current art trend.”

Sephora is partnering with XpresSpa to do the studios. “We partnered with an expert in providing nail services — XpresSpa — to bring the excitement of getting Nail Art to clients in select Sephora locations,” said Rothstein. “With XpresSpa already being a luxury spa destination for business and leisure travelers located in major international airports, we knew that with them as our partners we would be able to execute nail services with the level of expertise that would meet not just Sephora’s expectations but also our clients. At Sephora, experts are always available to help our clients on their beauty search and now utilizing the XpresSpa’s “Nail Stylists” we are able to bring the nail art we have created to life using our prestige beauty brands.”

Sephora by OPI, Illamasqua, Dior, Nars, Nails Inc. London, Perfect Formula and Sephora Collection products will be used for services in the studios, said Rothstein.

“Our goal is to continue to differentiate and elevate the overall experience at Sephora by being game changers,” said Rothstein. “The Sephora Nail Studio Art + Lacquer Services featuring XpresSpa is testament to our desire to maintain our innovative, static stance and ensure we are always anticipating and delivering what our clients will want next to make the Sephora experience a completely unique one.”

As well, the retailer on July 12 initiated a same-day beauty delivery service in Manhattan — complete with uniformed “product chauffeurs” arriving in Sephora-branded Mini-Coopers. Minimum purchase for the service is $50, with a $15 flat-rate delivery charge, with the operations based at the retailer’s 5 Times Square location.

“Our clients in Manhattan are some of the busiest people in the country, so offering same-day delivery just makes sense,” said Rothstein. “The entire experience, from order placement, to the cars, to the product chauffeur, is an extension of the strong client service we have become known for.”