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In time for the holidays, Eloise will have a beauty shop to call her own.
This story first appeared in the October 17, 2008 issue of WWD. Subscribe Today.
The Retail Plaza Collection has tapped the founders of Warren-Tricomi salons to develop a beauty destination that aims to meet the needs of the Plaza’s high-end clientele. The store, called The Plaza Beauty by Warren-Tricomi, will measure 1,200 square feet and is being designed by the Royal Promotion Group, a well-known designer of high-end fixtures and merchandising units in the beauty world. Scheduled to open in early December, the store will be one of the newest additions to the Plaza’s retail emporium, and will be located near Quivik and Ghurka.
The boutique aims to reflect the natural shopping patterns of consumers, said Warren-Tricomi co-founder Joel Warren, and is divided by category, offering a brow bar, men’s bar, fragrance bar and skin care counter.
“The staff will be all experts in their respective fields. They are not salespeople who do makeup,” said Warren, who added that ever since his salon opened in the Plaza earlier this year, he’s secretly dreamed of opening a beauty store. “I am a shopaholic. I always go into department stores and beauty boutiques. But I never feel like people are taking care of me. People misuse the word ‘luxury’ a lot.”
Warren and Edward Tricomi will manage the store and select the brands, said The Plaza Retail Collection’s vice president and general manager Anthony Nicola.
“With the Plaza Retail Collection we have had a specific goal to make it a destination and part of the Fifth Avenue shopping circuit. It was important we stuck by that premise. When we started to look how we could create a beauty business the obvious option was to go to Joel and Ed and have them help us,” said Nicola.
Warren has so far reached out to 250 brands, from which he is now cherry picking labels he describes as luxurious and high-end and that will reach across all age groups.
In addition to cosmetics and skin care, Warren-Tricomi’s hair care products will be available at the store, as well as Warren’s emerging pet projects, the latest of which are travel beauty bags that double as a clutches.
The store will also serve as a living lab for future Warren-Tricomi products, which at one point may include cosmetics and skin care, Warren said.