Sephora rolls out boutique format

Sephora has launched a new store format which is significantly smaller in size and offers prime digital experiences. (Business Wire)

Sephora has launched a new store format known as Sephora Studio. The concept store emphasizes the brand’s unique role in its beauty and skincare areas while scaling down to less than 2,000 square feet. 

The announcement comes on the heels of Sephora also opening its largest North American store in New York City. The brand's first Studio location is on Newbury Street in Boston.

“In today’s retail environment where very little is constant and clients’ expectations are ever-evolving, one thing has remained true for Sephora: There is no better way to create meaningful connections with clients than through personalized experiences and a customized approach to beauty. We could not be more focused on that notion than we are with the opening of Sephora Studio,” said Calvin McDonald, president and CEO of Sephora Americas. “The Studio merges the best of an inclusive neighborhood retail environment with best-in-class digital tools that enable our expert beauty advisors to customize recommendations on an individual basis.”

One of the Studio’s hallmarks is the integration between digital and physical stores. 

For example, the entrance includes digital welcome and service menu screens for self-help. Also, these kiosks are a place for customers to look up loyalty reward points and retrieve product ratings off Sephora.com. 

Specifically in the store in Boston, clients will have access to order in store and same-day pickup. Both delivery features offer ease and convenience for ordering products that are not available in the Studio—creating a seamless client experience. 

Ordering in store means that Sephora beauty advisors place the order for the client online and arrange complimentary standard shipping. Same-day pickup, starting in October, will offer Boston area clients the opportunity to order via the Sephora app and get the product at the store the same day. 

Also available is Sephora’s digital makeover guide, which optimizes a client’s product preferences and look preferences from a makeover. 

In addition, the Studio will be the first store to offer Custom Makeover Plus, a 75-minute custom makeover that includes a skincare consultation or a mini facial. An in-store concierge will assist consumers in connecting with digital features, beauty consultants, check-in or answer any questions. 

Certified employees will offer one-on-one services at stations that include eight seats and four sinks. And like larger locations, Studios will offer private, 45-minute custom makeovers as well as 15-minute mini facials and makeovers.