Sephora opens Beauty TIP concept stores in NYC

Sephora's 5th Avenue store (Credit: Eric Wüstenhagen CC BY-SA 2.0)

Sephora announced the launch of two Beauty TIP (Teach, Inspire, Play) Workshop concept stores in Manhattan. The shops will mark the reopening of two landmark locations, including the retailer's 34th Street and 5th Avenue stores. The locations join TIP stores in San Francisco, Boston, Chicago, Toronto, and Santa Clara, California. 

The 11,300-square-foot Beauty TIP store on 34th Street contains more than 13,300 products and has an environment for innovation and experimentation. More than 26 seats will be available for learning at the beauty workshop, beauty studio and skincare studio. Beauty education and consultations will feature services for all interest levels. 

The store layouts will incorporate brighter lighting and easier-to-shop fixtures, gifting stations, a larger cash wrap and additional mobile POS stations.

"Sephora opened in the U.S. 19 years ago with our first store in Soho. It's fitting that as we round out almost two decades, we return to New York City to celebrate our largest and most unique beauty experience with the opening of our new 34th Street store," said Calvin McDonald, president and CEO of Sephora Americas. "Our innovative Beauty TIP Workshop concept encourages and supports a thriving beauty community, one that's focused on inclusiveness, promotes self-expression, celebration and education through our unparalleled service experiences, designed to teach and inspire our New York-based clients to play and discover beauty."

The 5th Avenue location is 9,000 square feet and includes new digital tools for play and discovery, including an Anastasia Brow studio on the second floor.

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The heart of the stores will be the beauty workshop, a central, sleek workstation where clients come to learn from a Sephora facilitator. The leader leverages Sephora Virtual Artist technology on iPad stations and can gather inspiration from The Beauty Board, Sephora's shoppable gallery of user-generated content. Each station also has an iPad, USB port and wifi so clients can browse online and share from their seats. 

Each store will also have two Sephora beauty studios that serve as a place for one-on-one makeovers. Clients at these spacious stations can use Sephora + Pantone Color IQ touch screens for foundation, lip and concealer shade matching, as well as new mirror and canopy lighting for best exposure. The 34th Street shop will also debut a Moisture Meter, a digital tool that measures the amount of moisture in the skin. 

Other stations include a fragrance studio that uses sensory technology dubbed InstaScent to aid clients in exploring 18 scent families through a dry air delivery system so that clients can explore scents before committing to buying one. Once a smell is chosen, clients can purchase the bottle gift-wrapped and even customize the bottle with complimentary engraving. 

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In addition, the skincare studio will have a working sink and four well-lit seated stations for clients' mini facials and a consultation. A touchscreen will be available for instant access to Sephora's Skincare IQ diagnostic, helping clients determine the best products for their skin. 

Finally, located on end-cap displays, both Manhattan locations will feature Tap and Try, the newest advancement from Sephora's Innovation Lab. The technology lets a client pick up any lip or lash product and immediately try it on using Sephora's Virtual Artist, combined with RFID scanning.