As traditional retailers such as department stores decline, brands have begun rolling out their own boutique beauty stores to "offer a fun and interactive environment that isn’t found in other channels," according to Kline's Ewa Grigar. Now, Make Up For Ever has opened a flagship store at 731 Lexington Avenue in New York, featuring its live makeup tutorial experience, Go Pro Makeup.
The Go Pro Makeup three-sided bar is a no-pressure experience that allows up to seven guests "to learn and play with various makeup techniques at their leisure, or sit for complimentary group classes to learn with the guidance of a ... professional makeup artist, at no cost or obligation to purchase." Similar concepts have been rolled out in Paris, Singapore and London.
Makeup artists are on hand for tutorials, advice and shade selection.
The bar features a moving conveyor belt that cycles different sets of products for specific looks (ex: Pro Sculpting Palette, Highlight and Contour Set, Pro Light Fusion highlighter and Ultra HD Pressed Powder) past guests for them to self-select their preferred style. Each station features a makeup mirror, disposable wands and other hygiene tool (ex: Make Up For Ever Artisan Brushes), a USB port for charging mobile devices, and hooks for bags and coats.
Makeup artists are on hand for tutorials, advice and shade selection. Regular classes are held seven days a seek and last about 20 minutes. According to the brand, "The objective is to provide brief lessons that leave each guest with a new skill they can recreate at home." Classes currently include:
- Correct and Conceal
- Bronze Glow
- Flawless Matte Complexion
- Highlighting and Contouring
- No Makeup Makeup
- Metallic Lip
- Smoky Eye
- Brow Perfection
- 5 Minute Makeup
- Flawless Ultra HD Complexion
The flagship also features a digital lash bar and makeup application and waxing services. complete the store's self-service to full-service model.
"Opening the Global Flagship on Lexington Avenue is a hugely significant moment for us," said Laure de Metz, Make Up For Ever general manager, Americas. "Between the digitally enhanced store design, broad product assortment and unique educational experience of Go Pro Makeup, we're bringing the core of our brand to life in a way that our customer has never seen before."