In September, Sephora will launch a new initiative called Store to Door. If a customer wants to purchase a makeup shade or product that’s not available or they don’t want to carry their bag home, a Sephora associate will place the customer’s order via iPod Touch and it will be delivered to their home in three days or less for free.
“It’s easy and it just leverages the e-commerce inventory,” said Julie Bornstein, chief marketing and digital officer at Sephora Americas. “[Before] we had the ability to call and place an order for you, but this is an added service.”
On Thursday, Sephora relocated its 711 Lexington Avenue store in Manhattan to 740 Lexington Avenue, making for a much larger and more spacious venue. The 7,000-square-foot shop includes all of Sephora’s IQ services, Color IQ, Skincare IQ and Fragrance IQ.
“For us, digital has always been a means to an end,” she said, “which is creating a perfect shopping experience.”
Bornstein noted that this is the second generation of Fragrance IQ and that consumers are able to narrow down their fragrance selection by telling the technology what they like. Then the interactive wall-mounted system narrows down a selection of scents for the consumer to try.
“Nothing is exclusive to this store,” noted Bornstein. “But because [this location] is newer, it brings together a lot of the pieces that we have in other stores.”
In addition to Fragrance IQ and Store to Door, the new Lexington Avenue location will add the Sephora Brow Studio in September. Powered by Anastasia, the shaping service includes a complimentary mini makeover for brows.
The retailer will also feature complimentary makeup application classes on Sunday mornings before the store opens. Each class — namely Perfect Paired Lips & Cheeks, Contouring & Highlighting, Colorful Eye Makeup with Radiant Orchid, Day-To-Night Smoky Eye, Flawless Foundation, Skin Care Basics, Party-Ready Smoky Eye and False Lashes — accommodates from eight to 12 people and consumers can sign up online or on mobile devices.
Bornstein added that Sephora has about 60 locations that conduct classes and she believes next year they will be available at most stores.
While executives declined to discuss sales projections, industry sources estimated that the new Lexington Avenue store could generate first-year sales of $15 million.
In terms of Store to Door, Sephora executives expects the service to have a multimillion dollar impact in its first year.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)