Purchasing beauty online maybe the next frontier, but Saks Fifth Avenue is focused on bringing the consumer in store.
Today, the department store held an event for beauty editors to experience Beauty on 5, a concept that offers customers express services on a floor known for its contemporary fashion.
“We’re really looking for different ways to engage our customer on every floor and this was an opportunity to engage this contemporary customer in services we felt would be very beneficial to them,” said Kate Oldham, senior vice president of cosmetics, fragrance, lingerie and swim at Saks Fifth Avenue.
The space, which opened to the public on Nov. 15, will feature three exclusive vendors including Blink Brow Bar, Trish McEvoy and Nails Inc.
“The customer is looking for innovation,” declared Oldham. “Also, this a surprise and delight, they’re coming onto the fifth floor not expecting it and they discover Saks in a different way.”
London-based Blink Brow Bar offers services such as threading and tinting for lashes and brows. The station is set up with two reclining chairs and a selection of Blink’s products. Priced from $10 for threading the middle of eyebrows to $300 for a full set of semipermanent lashes, the company is looking to expand its presence in the U.S.
“Right now, we want to focus on Saks,” noted Vanita Parti, founder of Blink Brow Bar. “Then when we have built up the intel and our brand is known, we would continue to roll out.”
Also housed on the fifth floor is Trish McEvoy’s beauty bar, which offers a selection of makeup services. Additionally, consumers can receive custom monogramming on any Makeup Planner purchase.
Nails Inc., which just entered Saks, has set up shop with its nail bar called The Paint Workshop. Lined with four stations and equipped with iPads so consumers can browse and shop Nails Inc.’s offerings, The Paint Workshop offers a menu of nine options, with manicures starting at $5 per finger for nail art and going up to $48 for a gel manicure.
According to Thea Green, founder and managing director of Nails Inc., the company’s revenue is 50 percent service and 50 percent product in the U.K. Oldham added, “We’re always looking to see if we can innovate our out-of-town stores with what we do here in New York. We’ll see how it goes here.”