L'Oréal's new HQ houses retail lab

L'Oréal USA has begun moving its New York City headquarters to a new location, complete with a technology lab with retail implications.

The move to the new Hudson Yards in Chelsea uproots the company from its midtown Manhattan offices of 60 years.

Roughly 1,300 L'Oréal USA employees will occupy 10 floors of the building, spanning more than 400,000 sq. ft. The new office space features an array of custom-designed areas intended to fuel innovation, including an interactive virtual retail room for advanced retail planning, a technical salon and treatment room for product evaluation, and a learning center for employee training.

"L'Oréal is a 107-year-old company with the heart of a startup," said Frédéric Rozé, president and CEO of L'Oréal USA. "The spaces we've created are a modern new home for L'Oréal USA that will inspire the future of our company."

That future involves new market opportunities that include cancer-preventing wearables, 3-D skin printing, facial mapping technology and digital marketing, the company said in an emailed statement.

Brands have been opening innovation centers, labs and experimental facilities to drive new products, platforms and strategies to better reach shoppers. To do this, brands are beginning to think more like a startup, and are choosing to locate near up-and-coming tech companies.

For more:
- see this L'Oréal press release