NEW YORK — Even with the buzz about self-serve frozen yogurt and on-site sushi chefs, the beauty department at the renovated Duane Reade on Broadway and 52nd Street here stands out on its own.

Located in the basement of the newly expanded 20,000-square-foot store (it was formerly an express unit of only 3,100 square feet), the Look Boutique captures consumer interest immediately. Although it doesn’t have the jaw-dropping impact of the nail bar or hair services debuted at the flagship at 40 Wall Street this summer, it does exhibit how Duane Reade is becoming an incubator for independent brands.

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