Bloomingdale's new South Coast Plaza store in Costa Mesa, Calif., has an American exclusive from Chanel.
The recently opened Bloomingdale's door is the first in the U.S. to feature the cosmetic brand's Makeup Studio, a 500-square-foot store-in-store designed to showcase Chanel's color cosmetics, skin care and fragrance stockkeeping units in an upscale environment. Separate areas of the Studio are devoted to each of Chanel's beauty categories. The oversized Eyes, Face, Lips Makeup Wall includes light box mirrors at each station, which are designed to simulate natural light from day to evening in the spring, summer and winter seasons. Elsewhere, a jumbo plasma screen TV will display fragrance videos from the house's two celebrity spokeswomen, Nicole Kidman for Chanel No.5 and Keira Knightley for Coco Mademoiselle, and a skin care consultation area is set up to handle questions. An LED ticker will stream information about upcoming Studio events.
"The aim is to offer customers an interactive and innovative beauty experience," said Christine Dagousset, executive vice president of Fragrance and Beauté for Chanel. "We're putting a big focus on counter renovation and store image; we are adapting it to each retailer and business opportunity. It also made sense for this concept to launch in Bloomingdale's as they have a young, trendy customer."
Added Joyce Green, senior vice president of sales for Chanel Fragrance and Beauté: "We want to dominate the West Coast and show the strength of Chanel to the West Coast consumer."
The environment was designed by Dominique Moncourtois, international director of makeup creation for Chanel. "This is a unique destination where we are able to present our complete worldwide range of products and colors in an exclusive environment," said Moncourtois. "The Chanel Makeup Studio will showcase specific and international makeup products from Europe and Asia that are available exclusively at this destination."
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