Allure to open concept store in New York City

By

Gabriella Lacombe

Published
Jan 29, 2021

Media powerhouse Condé Nast has announced the launch of a new experiential retail concept by its Allure brand in New York City's SoHo neighborhood. 

In a press release, Condé—the publisher of Allure as well as Vogue, The New Yorker, Glamour and GQ, among others—said the stand-alone brick-and-mortar store will open its doors later this year on Lafayette Street, offering shoppers "a 360-degree immersive retail experience, featuring an expertly curated selection of the world’s best beauty products, led by Allure’s authoritative and trusted editorial voice." 

Spread out over 2,900 square feet and two floors, the store's shelves will be organized by Allure’s content themes including the publication's famed Best of Beauty Awards, with seasonal product changes. Special tech features of the store will include augmented reality capabilities for customers to try on products, as well as smart mirrors. In addition to stocking Allure-recommended makeup, haircare, and skincare brands, the store will also play host to regular in-store events, tutorials and masterclasses created by Allure's editorial team. 

The store comes as Allure celebrates its 30th anniversary in 2021, and was created in partnership with STÔUR Group, a company that focuses on creating physical store experiences for online brands and publications.

The store is set to create a new, in-person touchpoint between Allure, its beauty recommendations and its fans, building on the media brand's Best of Beauty Awards and The Allure Beauty Box, a handpicked selection of editor-approved beauty products. Launched in 2012, The Beauty Box has seen revenue up 20% year-on-year, Condé said.  

“The Allure audience has shown that it’s intensely loyal and trusts our expertise—something we are so grateful for," said Michelle Lee, Allure’s editor-in-chief.

"We’re thrilled that the Allure Store provides us with the opportunity to really connect with them, and to truly bring the brand to life. This space will allow us to introduce our brand to new beauty enthusiasts and expand the Allure family." 

The Allure store will open in the fall of 2021.