Sephora unveils fourth Beauty Tip Workshop in the US

The 10,040sqft store blurs the boundaries between physical and digital retail with computer and iPad screens available for consumers to use

The Beauty Workshop features individual stations for consumers

Sephora has opened a new store in Illinois, US, featuring its latest in-store technology.

The LVMH retailer has opened doors to a Beauty Tip Workshop store on Michigan Avenue in Chicago – the fourth of its kind for Sephora. The ‘Tip’ in the store’s name stands for ‘teach, inspire, play’ and was so called due to the interactive technology featured on location.

The 10,040sqft store blurs the lines between digital and physical. At the heart of the store is The Beauty Workshop, which features a large table with individual workstations. Each workstation features a big screen, iPad, USB port and wifi.

The large screen can be used to gain inspiration for new beauty looks from The Beauty Board – a gallery through which products can be bought. The content available on The Beauty Board is user-generated. Meanwhile, the iPads provide shoppers with a device on which to view tutorials and use Sephora Virtual Artist technology.

Consumers can view tutorials and gain beauty inspiration digitally

Elsewhere in-store, 14 Sephora Beauty Studios give consumers the chance to have a one-to-one makeover with a Sephora employee. At this point, customers can make use of Sephora + Pantone Color IQ touchscreens for foundation, lip and concealer shade matching. Those interested can either drop in or book appointments in advance for premium services.

Finally, the Sephora store will be the first of the retailer’s to offer a Fragrance Studio experience, which allows customers to use InstaScent technology to explore 18 scent groups via a dry air system.

It will also be one of the few stores belonging to the retailer to offer The Skincare Studio, where consumers can go to gain personalised advice about skin care regimes and undergo the Sephora Skincare IQ diagnostic.

The other Beauty Tip Workshops are located at San Francisco’s Powell Street, Boston’s Prudential Center and Toronto’s Yorkdale Shopping Centre locations.

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